The smartphone brand took the approach of using a focus group methodology to convey the message that its brand is much more innovative than Apple's iPhone. The focus group consisted of said "Apple loyalists" and managed to convince them that the Moto Z was, in fact, a proto type iPhone that was still being tested. To which the focus group people said that they found not much difference or innovation in the new iPhone. Only after impressing the "Apple loyalists" with the Moto Z add-ons did they reveal that it was not an iPhone but a Moto Z smartphone instead. Motorola also took the battle to Apple through its print ad campaign aptly titled 'Skip the Sevens', where it targets Apple loyalist to ditch the iPhone 7.

Source: dna September 25, 2016 21:00 UTC