Imagine if there was an ad that you just couldn’t draw your eyes from? Isn’t that what an advertiser wants? Captivating, almost hypnotic, something that stops you from scrolling down your news feed.
Cinemagraphs have been around for a couple of years, but Motorola is the first brand to use it in an Indian Marketing Campaign. And here’s the best part, there couldn’t have been a better fit. Why, you ask?
Motorola used this feature to launch their smart watch Moto 360 2nd generation. Their positioning is – A watch “that makes time for you”. It streamlines your mobile life, giving you more time to do the things you love. In essence, it makes every single moment count. Let’s compare this to a cinemagraph.
A cinemagraph is a living photograph. A photograph which has a living moment inside of it. No, it’s not a GIF, it’s much more refined. These are moments that are quiet and contemplative.
As a product, the Moto 360 allows you to keep you updated without having to constantly grab your phone. It allows you to see only what matters, while staying in the moment.
Just like a cinemagraph, it captures only the most important thing and everything else becomes still.