BlackBerry BBM Life Campaign
BlackBerry was big among business people due to its durability, long battery life and being easy to use e-mails but it wasn't desired by youth as much and competition with the other smartphones was growing. BlackBerry needed a creative connection to the youth.
To break that, we introduced a 360 btl campaign called Hayatı BBMle (BBM Life). (You can find all the details in the video at the top.)
The creative idea behind the campaign was a guide. A guide which showed the youth how to live with their hands full: Elleri Dolu Hayatta Kalma Rehberi.
In a funny way, mostly absurd, this guide showed tactics to keep on using BlackBerry Messenger (BBM) while managing daily life. Watering the flowers, taking the bus and even cuddling your girlfriend.
We created 3 videos presenting these ideas:
Living with your hands full: Taking the bus
Living with your hands full: Carrying your food
Living with your hands full: Cuddling your girl friend
DIGITAL
Our Facebook page, Hayatı BBMle, reached 15.000+ followers.
On the Facebook page, the guide could be reached as an application showing all the tricks with photos and videos.
On Twitter, on 5th April, 2012, our hashtag #ellerimdoluyken became #1 trending topic in Turkey and #5 trending topic world wide.
1:1 COMMUNICATION
In 15 universities brand teams met the students. Engaging games were designed for this 1:1 communications.
Results:
Visibility: 236.000 students
1:1 communication: 150.000 students
BlackBerry trial: 15.000 students
AMBIENT & BRANDINGS
Visibility: 158.000 students
GUERILLA
Guerilla marketing ideas were based on the fact that unlimited BlackBerry Messenger for a month was worth the cost of a one cup of coffee. Therefore, students were given free cups of coffee by BlackBerry so they could get BBM instead of buying a cup of coffee. 3.400 students got their coffee and BlackBerry helped them to beat their Monday syndrome.
EVENT MARKETING
BlackBerry took part in 7 mayfest events in 7 universities.
