DROID Turbo 2 from Motorola is the first smartphone with a shatterproof screen. Drop Sales was designed to reach consumers while they were using mobile phones and tempt them to drop their phones to demonstrate the importance of the DROID Turbo 2’s shatterproof screen. Partnering with popular tastemaker retailer WhatDropsNow.com to create Drop Sales, the publisher modified the code so that the products could only be unlocked on impact, creating an instant live product demo for every person who visited. The activation was live for three months, raising awareness of the shatterproof screen resulting in 21 percent of people who visited the page dared to drop their phones to unlock the collection; 41 percent of people who unlocked the collection clicked through to purchase; Drop Sales left 79 percent of visitors too scared to risk a shattered screen.
Digital advertisement created by VML, United States for Motorola, within the category: Electronics, Technology.
Global Chief Executive Officer: Debbi Vandeven
Chief Creative Officer: Mike Wente
Group Creative Director: Josh McGuire
Creative Director: Harsh Kapadia
Director, Creative Technology, North America: Craig Elimeliah
Senior Copywriter: Justine Cotter
Senior Art Director: Raihana Halim
Senior Development Engineer: Josh Wolf
Account Supervisor: Ashley Pryor
Senior Planner: Tarini Shrikhande
Art Directors: Harsh Kapadia, Josh McGuire
Managing Director, Data Analytics: Eric Beane / VML Kansas