Before BlackBerry is as well-known as nowadays, their target markets were only for business people. They used BlackBerry for work, thus youngster didn't have interest in having BlackBerry as their phones. But several years ago, BlackBerry had released a new application called BlackBerry Messenger. Because of this a lot of people, including youngsters, started to use BlackBerry.
With this messenger, people can contact a lot of people without paying any extra charge like SMS. BlackBerry has a pin called "BlackBerry PIN" which is to identify every BlackBerry phone. So when people change their number, the PIN will not change, thus people can still keep in contact with each other without knowing the new phone numbers.
So, this campaign is targeted youngsters and young adults, promoting the BlackBerry Messenger and the featured usage.
BlackBerry Campaign tagline. "All ways" means people can get through with each other using a lot of ways: send message, take photos, send voice notes, send video, and send locations. While "Always" means BlackBerry Messenger never change whether people change their number, thus they can always keep in contact with other people (unless they change their BlackBerry phone).
BlackBerry Messenger: Catch up. Always.
BlackBerry Messenger: Capture. Always.
BlackBerry Messenger: Show. Always.
BlackBerry Messenger: Tune. Always.
BlackBerry Messenger: Close. Always.
This poster is based on the TV Commercial, featuring the BlackBerry services. The story was about a girl who went to shopping and her boyfriend would catch up with her later but then he got stuck at a traffic jam, so he would be late. The girl showed him a scarf that she liked, asked his opinion. At the end, they met and the boyfriend gave her the scarf that she wanted as an apology.
The girl poster featured on the TV Commercial. In this commercial, all communications were using BlackBerry, showing how convenience it is to use the phone in daily life.
