BlackBerry Mobile —

A Bold Return to Form

The year is 2017, and BlackBerry is introducing a new phone. Yes, that BlackBerry. With a bold new design, stunning features and security, and a new Android platform, BlackBerry was ready to re-emerge, and present a whole new approach to mobile technology.

Client

BlackBerry Mobile

Project

Do More. Different.

Deliverables

Strategy, Media, Broadcast, Print, Outdoor, Video Content, Social Content, Digital Content

The Idea

The constant focus on the creative class shifted phones into entertainment and creativity devices. Business and security had all but taken a back seat. Years of sameness in devices, and the recurring emphasis on the creative theme, had grown stale. It’s this insight that led us to invite mobile users to do “different” again, but to do it this time with a former icon of business — BlackBerry.

The Media

We focused on a simple message with two key aspects. “Doing more,” which was demonstrated through quick and consistent copy lines about the unique KEYone features. And “Different,” which capped off the features with the impressive and categorically unique styling of the KEYone. In order to set the new BlackBerry Global brand apart, we enlisted international photographers to help create a bold, global style celebrating a new sleek, modern business edge.

We focused on a simple message with two key aspects. “Doing more,” which was demonstrated through quick and consistent copy lines about the unique KEYone features. And “Different,” which capped off the features with the impressive and categorically unique styling of the KEYone. In order to set the new BlackBerry Global brand apart, we enlisted international photographers to help create a bold, global style celebrating a new sleek, modern business edge.

The Media

The Strategy

Using a centralized media model allowed us to see the campaign’s results of each international region in real time and quickly shift weight to optimize media placement and effectiveness. The campaign included station takeovers, :30 second TV, a hyper targeted, multi-channel execution across Youtube, Programmatic Display, Native Editorial, Paid Social, and partnerships with premium online content publishers— all combining to drive a performance that defied all initial expectations.

The Results

For the first time in years, a fully integrated campaign launch put BlackBerry Mobile back on the map. Cross-channel performance tracking, real time regional market and global reporting, and a library of additional creative assets helped provide the ability to pivot on a dime and optimize the return to the point that the BlackBerry KEYone sold out across all targeted markets in a matter of weeks.

The Results

For the first time in years, a fully integrated campaign launch put BlackBerry Mobile back on the map. Cross-channel performance tracking, real time regional market and global reporting, and a library of additional creative assets helped provide the ability to pivot on a dime and optimize the return to the point that the BlackBerry KEYone sold out across all targeted markets in a matter of weeks.