BlackBerry was needing to change its perception of producing qwerty only smartphones. By introducing the BlackBerry Curve 9380 smartphone into th… Read More
BlackBerry was needing to change its perception of producing qwerty only smartphones. By introducing the BlackBerry Curve 9380 smartphone into the market they wanted to boldly position themselves as the brand of choice for affordable "full-touch" smartphones. The Challenge was immense to say the least. How were we going to cut through the already saturated smartphone messaging clutter & create a disproportionate share of this category conversation?
We looked at the kind of messages the smartphone industry were saying and was surprised to find that most of the messaging was the same... product porn. Messages talking about amazing phone features, how many apps you could download and how if you used their phone it would make you even more social. And we thought, maybe some of us don't want to spend our time comparing phone features or trawling through lists of even more apps. Maybe some of us, actually most of us just want to have fun.
And so the strategy was born... Take fun, add awesome, add the full touch phone and you've got a campaign platform called Touch Awesomeness. Read Less