Tapping into a new market. Understanding that tweens make up the fastest growing segment of the market and are the strongest influencers in household tech-related purchases, Motorola saw a unique opportunity – to become the preferred technology brand for this emerging (tween) consumer market.

Experiencing the Motorola Brand. Wannado City is an experiential theme park providing children with career-inspired “edutainment” experiences and the perfect venue to connect with kids 8-12yrs old “Here, tweens can be introduced to the Motorola brand in a relevant and meaningful way,” said Russell Banks, the project’s Executive Creative Director.

M-Lab delivers a retail entertainment experience that celebrates innovation (Motorola’s core value) in a way that is fun and cool for kids. The educational underpinnings of the experience further strengthen the brand in the minds of parents as well. “Russell expanded our view of what Motorola stands for – more than just phones. M-Lab will ensure that kids see us as innovators of technology.”
–Karem Perez, Senior Manager, Global Retail Marketing at Motorola Mobility