One can understand Blackberry’s desire to not be seen as a tool for only the serious corporate types, to expand its market, but the route they have chosen to do so is very un-interesting and hackneyed
Blackberry has released four new commercials themed: 'Are you missing something?'. The objective is to hawk the Blackberry messenger service (BBM). I, unfortunately, don't possess the Berry, but I believe BBM helps people keep in touch with each other all the time. (All the more reason I don't want it!)
I don't know if the Blackberry suits have been able to sort out their security issues with the Indian agencies. But the brand sure has been trying very hard not to be perceived as something only corporate sahibs own and use. I recall an ad they ran last year titled 'The Blackberry Boys'. The commercial featured CEOs and other corporate types moving and shaking to a track. As they self-praised their cool suits and shiny shoes. Soon, much to their dismay, all sorts of people joined them in the fun. Young babes, dudes, hippies, vagabonds, freaks and other assorted losers. So the 'downgrade' (hehe) was underway.
With the messenger service, the 'youthification' drive is now full on. In these new ads, we get to watch teens in action. So they bond, hit on each other, exchange BBM codes in public places, share music through the messenger service, ask each other out on dates, congratulate a pal when he buys a new car, blah and blah. All the commercials set to a laid-back, relaxed, country music sort of a track.
Since I was a teen some five hundred years ago, am not sure how the kids will react to these ads. Of course, they'll want the messenger (teens like to be hooked up 24X7), but will they connect with the creative? The music is sleepy, and the situations very boring. In fact, the entire execution is the sort of teen imagery we have seen in commercials over and over again, so that makes the ads a very dull watch. It's mighty predictable stuff.
So while one can understand Blackberry's desire to not be seen as a tool for only the serious corporate types, and to expand its market, the route they have chosen to do so is very un-interesting and hackneyed, when some really scintillating commercials can be executed with teenagers connecting on the BBM. I'd go a step further and say these boring creatives may, in fact, reinforce the popular perception that the Blackberry is only for the serious types.
Net net: A sound effort in terms of the marketing strategy. But the creative is, well, missing something.
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