Motorola has appointed Mother to handle the advertising campaign to popularise its range of mobile products in support of Red, U2 frontman Bono's initiative to tackle Aids in Africa.
The business, which could be worth as much as £10m, is the second slug of Product Red campaign work that the London-based agency has secured, having launched the advertising to support American Express's Red credit card.
Launched last January by Bono, who guest-edited today's issue of the Independent in another brand tie-up for Red, the initiative is designed to deliver a sustainable flow of private sector money to fight Aids in Africa.
Motorola intends to produce a number of Red products, the first of which was revealed yesterday as an ultra slim red MOTOSLVR handset.
Charles Dunstone, the owner of Carphone Warehouse, has been instrumental in helping get the partnership off the ground.
"Motorola and the retailer partners in the UK are contributing £10 from every red MOTOSLVR handset purchase," said Ron Garriques, the president of Motorola mobile devices.
"And mobile network operators have agreed to donate 5% of the monthly revenue generated by each handset."
Mr Garriques said he hoped that the link with a worthy cause would help consumer loyalty and reduce the problem of "churn" to other manufacturers.
The company aims to launch at least one new Red product each quarter. In addition, Mr Garriques is hoping to sign up a number of famous stars to act as brand ambassadors for the new Motorola Red partnership.
In March, Motorola appointed Abbott Mead Vickers BBDO to handle its £40m pan-European ad account.
Simon Thompson, the UK marketing director at Honda responsible for the company's famous ads including "Cog", joined Motorola as regional marketing director for Europe on March 1.
In December last year, AMV picked up the company's £13.5m UK advertising account from O&M.
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