SuperBowl ad. Brand or product ?
SuperBowl add will be there.
But what will be promoted ? The BlackBerry brand "revival" or the appealing BlackBerry10 features and devices ?
I mean, this is a huge audience, and my personal knowledge will tend to lead me towards a "brand" communication.
As some elements of reflexion, I'd like to give some extra inputs :
The agency that's in charge of the campaign : AMV BBDO (UK) amvbbdo | Work
Some samples (sexy, eh ?) of their campaings (only one by post, so two are following in next posts):
(in a hurry/lazy ? you may want to skip the 1st minute)
Around this topic (inspired this thread) : The Mad Men behind the first BlackBerry Super Bowl ad
Our feeling on the matter is this: a simple rundown of the new features of the BlackBerry 10 (better camera, fast browser, “hub and flow” user interface) would be good. But a dramatic “we’re back” artistic statement is what most BlackBerry supporters are really looking for.
- 01-27-13, 07:14 AM #5
I'm going to have to say product, at the Superbowl nobody will care if they are trying to replenish their brand if they haven't seen the new product.
Show the product first, and then replenish your name.
ALSO: Just so you know, if you post the video's as URL's you can have more than one per post.
Last edited by r0v3rT3N; 01-27-13 at 07:35 AM.
- 01-27-13, 07:20 AM #6
I had think for a second, but then my response was 'product.' The Blackberry brand itself will benefit more from a good product than anything else so that should be the focus.
I had second thoughts when I thought about the Blackberry TV ad you posted (isheep vs. sheep dog), but I'm going to stick with my original answer for now.
- 01-27-13, 07:41 AM #8
I'm not sure here. They have 30 seconds. In the USA as we know BlackBerry doesn't have the greatest reputation anymore so I think something showing they aren't the BlackBerry of old needs to come across either way they go. Brand and product kinda go together here?
Do you think they will do something serious or will they make it a SuperBowl memorable ad?
- 01-27-13, 08:10 AM #10
- 01-27-13, 08:23 AM #14
Re: SuperBowl ad. Brand or product ?
I was thinking the phone should be the catalyst for people to see a new BlackBerry brand in the commercial. Some things about the phone but a theme going that keeps the brand in mind.
- 01-27-13, 08:38 AM #15
- 01-27-13, 09:32 AM #18
They need to concentrate on the product, not the brand.
Everyone knows what Blackberry is and most have the mindset that's it's an outdated smartphone. Advertising the brand only lets people know that Blackberry is still around, but it doesn't get anyone to buy the product and avoid iPhones/Android devices.
RIM finally has a product that can compete technically - and it's make or break product for them. They desperately need to make people aware of BB10.
RIM needs to change people's negative perception of the Blackberry brand, and the way to do it is to show off a positive product.
You can advertise the brand all you want, but the perception wont change if people are only aware of the products they don't like.
Brand advertising can come a few months down the road.
All eyes are on the Superbowl and RIM only has 30 seconds to let people know about BB10. They can't afford to let this opportunity pass them by.
- 01-27-13, 09:51 AM #20
I would have to say PRODUCT. As RIM re-establish itself in the Smartphone market then you can sell from a brand point of view. Right now its important to show consumers what the NEW BlackBerry (RIM) can do. Its almost like a win win or lose lose situation. GREAT product sells the brand ......at first and once established that seems to turn around and becomes Great brand must have great product.
- 01-27-13, 10:03 AM #21
RIM could take a jab at that but I think it would be a mistake. It needs to be all about them. Show off the product, give the people something they thought they would never see from them.
- 01-27-13, 10:06 AM #22
This would be a good poll question. I'm going to agree with those who say they should advertise the product and not the brand with the SB ad because the BB10 platform is brand new. Alot of people still think of BB as the corporate phone with the trackball. You have to show off the features of the new platform, why it's better than iOS and Android, and then how those features will intergrate and make the consumer's lives easier and get stuff done better than what they already have. The goal should be to overcome, the "too little, too late" label and make BB10 something that was worth waiting for.
- CrackBerry Genius
01-27-13, 10:33 AM #23
- 2,261 Posts
The answer is both, they are not mutually exclusive. In order to market a new product, you must sufficiently market your brand (citing the recent renaissance). Equally, to market a renaissance of a brand, you need proof. Enter BB10 phones.
How many people here actually have a masters or even undergrad major in business? Very simple concepts.
- 01-27-13, 10:40 AM #24
- 01-27-13, 11:02 AM #25
GM and Chrysler chose to go with the brand for their comebacks, but then they have so many products (Car Models) that it made sense to concentrate on the brand. I think with just two products, Z10 and X10, RIM should make the phones and the BB10 platform itself the priority and let the excitement of the product lead the brand renaissance.
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