Mobile Revolution. Interactive Motorola History Brand Exhibition, Kyiv
Motorola was launching a new smartphone and needed more than an announcement — they needed to reconnect with a grown-up audience and attract a new generation. Port of Culture developed an interactive exhibition concept at Kyiv's TsUM department store, combining the brand's history with contemporary art.
We conducted research, gathered the most compelling facts from the history of mobile communications, sourced almost every Motorola phone model since the 1970s, developed the exhibition format, and commissioned site-specific artworks from leading Ukrainian artists.
Artists: Alevtina Kakhidze, SVITER art group, Yegor Antsygin.
Total reach (Reach): The campaign generated over 12,000,000 contacts with the audience (Media Impressions) through TV, radio, print and online media.
Publications in the media: The project received more than 250 free publications and stories (Earned Media) in leading Ukrainian media without attracting direct advertising budgets for placement.
Number of visitors: Over 35,000 people visited the pop-up exhibition on the 5th floor of the Kyiv Central Department Store during its 20 days of operation.
PR effectiveness (ROI): The PR Value indicator (equivalent to the cost of advertising space) exceeded the investment in organizing the project by 4 times.
Business result: The campaign coincided with the presentation of the Moto X4 smartphone in Ukraine, and the recorded level of brand awareness of Motorola among the target audience in Kyiv increased by 18%.