"HelloMoto": Motorolla's Attack on Apple

Motorolla is a company that has been around for what seems like ages in the mobile communications industry. They were the pioneers of the first cell phone and were wildly popular in the beginning of the tech era. Unfortunately for them, Apple soon came along and redefined the space of smartphones and the technology surrounding them. 

In January of this year, Motorolla released their new "hellomoto" campaign in an attempt to take back their territory in the mobile phone industry. They released their new "Moto Z" smartphone with the option for "Moto Mods", additional attachments such as a projector, 360 degree camera, JBL speaker, and more. What's even more noteworthy is the marketing that came with the new phone. The commercial subtly attacks Apple for not producing anything innovative since the first generation iPhone, and encourages consumers to "demand different". 

What's interesting is that while this new innovation debuted in January, I was totally unaware of it until this weekend. After seeing the same commercial on TV three times during the same show, "hellomoto" finally caught my attention. After noticing the attack on Apple and thinking the moto mods were pretty cool, I curiously looked it up, and realized this wasn't new. In fact, the commercial was released in 2016. So why was it just now reaching me, someone probably in their target audience? 

I am a loyal Apple customer, but my attention was grabbed by Motorolla long enough to look up their "new" product. But why hadn't this happened months ago, when the product was first released? I can't say anything for certain, but I can say this is probably more of a marketing issue and less of an Apple competitor issue. While I most likely will not switch from Apple to another brand anytime soon, there is a group of consumers that is more cost-conscious and will consider switching brands. Are Motorolla's marketing and advertising efforts reaching this group of consumers? 

https://www.youtube.com/watch?v=0O5PEIHbqCI