Motorola is a brand with a long history of innovation, especially in the communications industry. Partnering with the Radius team, the brand famously known for creating the first commercial portable cell phone now set its sights on the consumer audio experience.

Today, over 80 percent of consumers use their smart phone or tablet to stream audio at home or on the go. These consumers are using headphones or bluetooth speakers to enjoy their audio experience. Motorola examined the market and targeted segments not getting enough attention: pre-teen and teen consumers.

However, when brands like Beats and Bose were dominating the industry, how could Motorola create a brand that appealed to the young consumer?

The Radius team helped Motorola develop a new brand to appeal to the young consumer lifestyle.  The Squads brand was born, and a story needed to be developed to breathe life into a marketing campaign.  Radius started by turning toward what matters to the young consumer most – experiences enjoyed with their closest friends.

Point of sale materials were developed depicting young and energetic models enjoying activities with their Squads headphones, Squads smart speakers and their squad of friends.  We told a story of standing out, being unique and enjoying life to a market looking to find their own identity.  To bring the Squads experience home, Radius developed a custom VR experience paired with Google Cardboard to allow the consumer to enjoy unique virtual content matched with outstanding audio performance.

Before the consumer could grab the cool new Squads gear, retailers had to be convinced to stock the product.  If a manufacturer wants to reach retail buyers, the Consumer Electronics Show each year in Las Vegas is the place to make a splash.  The Radius team helped design and bring to life a gigantic trade show display, with multiple rooms offering a unique experience across 2 floors.  The display grabbed attention and attracted buyers to the unique statement being made by a trusted consumer brand.