The Challenge
Addicted
By 2008, BlackBerry was the leading smartphone brand, but
RIM was fighting a negative stereotype that had attached to it:
"CrackBerry" – an enabler of workaholism. To appeal to
By 2008, BlackBerry was the leading smartphone brand, but
RIM was fighting a negative stereotype that had attached to it:
"CrackBerry" – an enabler of workaholism. To appeal to
O'Keeffe & Company created a central message reflecting these values: "Make more time at work. Leave more time for your life." The team developed a microsite featuring BlackBerry smartphone and accessory offers, and leveraged a targeted mix of print, online, D.C. Metro, and bus terminal advertising to drive awareness of the microsite. The campaign also included a series of field events in Federal commuter-heavy areas – providing iced coffee, free polo shirts, and more than 32,000 postcards encouraging commuters to visit the smartphone offer page.
The campaign increased D.C. Federal worker preference for the Blackberry brand by 18 percent. Microsite traffic exceeded all expectations, drawing 54,623 unique visitors by campaign's end, as well as more than 18,200 visits to its smartphone offers page. Finally, the field events literally touched more than 35,000 D.C. commuters, not including passersby.
