[gtpointer]

Last night whilst pondering what sort of approach RIM should have to advertising BB10 (clearly it needs to stop focussing on features most consumers don't care about) I came up with a concept for an advert. I don't think I've seen an ad like this...although it does draw on Apple's style a bit.

Anyway...the ad is called "Imagine", it's mostly just voice narration whilst showing off the feature being described, so more focus on the phone rather than people as is RIM's current habit. In my mind it runs something like this:

Imagine your phone is both beautiful to behold and to touch [here I envisioned showing off the some of phone's design and some cascadey goodness]

Imagine your phone puts neither communication nor entertainment second.

Imagine your phone allows you to keep all your friends in once place [show unified contacts]

Imagine your phone has all your favourite apps and more [feels a bit clumsy but I think it's necessary to dispel the idea that BB has no apps (hoping here it has all the big names: Skype, Netflix etc. so they can be shown off in use/in app world)]

[There can be more "Imagine..." things, especially with any killer features RIM comes up with for BB10, I've run out of ideas atm, but feel free to suggest your own! But the ad will conclude with...]

Imagine your phone is a BlackBerry. [the way I saw this is that up until this point in the ad it wasn't clear it was a blackberry until this point when the phone spins round to show the logo on the back - means they can build up a positive impression of BB first]

Introducing the new BlackBerry London. [or whatever it's called]

[end]

My original idea was for it to be called "What If" and all the features to be introduced "What if your phone could..." but I think I prefer Imagine.

Also, I thought the penultimate line could be "Don't worry, we've done all the imagining for you". This would require all the lines to run as "Imagine a phone..."

Anyway, would be interested to hear your opinions/feedback/suggestions. I'm not planning on a career in advertising so you can be brutally honest and I'll cope

[wuulfy]

imagine theres no iphones..
its not hard to do...
and no android too...
imagine all the people..
bbming along in peace oh oh o oh
seriously though..i quite like it

[gtpointer]

Ha yes I did think I rather opened myself up to that response with the imagine name. At least I didn't say it should have Imagine as the backing song

[gorang]

That sounds like pretty interesting idea. RIM deffinetely needs to focus on what phones can do in their comercials.


I was also thinking about an introductory ad for BB10 but its little different than yours. Basically it would start with message notification sound for BB, iPhone and Adroid one after another. And then on the screen you would see same message displayed on BB7, iPhone and Android one after another saying 'Hey, what's up' (or whatever) and then person would start replying 'Nothing much, just got home with my new phone. I'll message you from it when I transfer everying' and then would again be typed on BB7, iPhone and Adroid. And then person would turn on BlackBerry Deskotop Manager and plug in their phone, again all those 3 phones and click 'Back-up' on Desktop Manager. Pull out their BB10 (this is where it shows up for the first time) plug it into computer and click 'restore'. And then next scene is fingers touching the screen and going into txt message application and messaging person from earlier 'Hello from my new BlackBerry' with previous conversation still visible above new message.

Clearly there is pre-requisit for this; Destop Manager would have to be able to back-up iPhone and Android and transfer conversations, email, wifis... Onto BB10. In one shot you would introduce BB10, show how easy RIM made it for user to swith to BB and show 'back-up/restore' feature that 80% of BB users donknow about (let alone all others)

How do you guys like the idea?