- 01-27-13, 11:07 AM #27
Agree that both aspects will, by nature, be there. However, also agree that the priority at this point must be on product.
Due to the majority of americans(main superbowl viewers) not even knowing that there is a new bb platform. This will also avoid the casual shopper that couldn't figure out how to wake up the playbook at Future Shop. Use this platform to teach them how it works first.
- CrackBerry Abuser
01-27-13, 11:18 AM #28
- 381 Posts
- the tail on the donkey....
Outside of those who keep up with all things techs from all fronts (and of course all of the members of CrackBerry Nation), most folks are likely unaware that there are new devices and an OS coming to market. The commercial has to not only promote the BB10 line but also the BlackBerry brand being reborn like a phoenix rising from the ashes but do it in 30 seconds. It's no time to take potshots at competitors, it's time to show the world that the reports BlackBerry's death were greatly exaggerated. A great example of this is Chrysler's "Imported From Detroit" commercial featuring the current generation 300. Chrysler was looked at as a near-dead brand at the time Fiat invested in the company and the new 300 was the beginning of their rebirth just as BB10 represents the rebirth of BlackBerry.
- CrackBerry Abuser
01-27-13, 11:21 AM #29
- 244 Posts
I think it should be done like this....3x8 second segments featuring the new product across different age groups/careers featuring a family. Then the final 6 seconds featuring RIMM the brand.
8 seconds of a business man running through an airport. Suitcase in one hand and z10 in the other as he types an email using the predictive keyboard. Flicking words up to create a perfect email. He then tosses the phone to his daughter who is at home.
8 seconds of the daughter playing a game while peeking into her social media hub. Going back to the game. Resopnding to lets say facebook and back to the video game. She then tosses the phone to her mom who is on the beach with the entire family.
8 seconds of mom taking a picture of the family and her using the time shift feature to get the picture just right.
Then the final 6 seconds featuring Blackberry the brand ...re-designed...re-engineered...re-invented...
- 01-27-13, 11:22 AM #30
Re: SuperBowl ad. Brand or product ?
I think brand is important but I don't think brand means without device. The New BlackBerry should be seen as sexy. As something unique. They should show the BlackBerry being something that the perception of BlackBerry isn't.
However, in the hands of this marketing company, RIM will be fine. This commercial will hopefully bring them back to the spotlight.
- 01-27-13, 11:32 AM #31
Let me show you exactly what I mean. BOTH Blackberry and BB10 are advertised in this.
- 01-27-13, 11:39 AM #32
The X10 has a physical keyboard and it doesn't matter what the OS is, people will see it and think it's the same old outdated Blackberry. All efforts should be focused on the Z10 - as that's the comeback device RIM has to showcase. Full screen touch devices from competitors are what's killing RIM - and therefore they need to be playing in that arena.
The more I think about it, the more I think RIM really needs 2 30 second spots... one in each half of the game. It's too late now, but I think it would've been more beneficial to them - even though it's a lot of money.
- CrackBerry Addict
01-27-13, 11:52 AM #33
- 502 Posts
How many people here actually have a masters or even undergrad major in business? Very simple concepts.
Whoah Nelly! We're just having some fun, not submitting a marketing proposal or even writing a thesis.
- CrackBerry Abuser
01-27-13, 11:53 AM #36
- 129 Posts
The target audience is ex-blackberry people. People who switched because the platform was garbage.
Those people will become fans again once they are shown the new phones and why they are amazing and a complete departure.
I know people who were negative that I have shown the videos too had a 180 after seeing how amazing the new OS is.
Show the product, that is what will save BB. No one wants chest pumping of a yesteryear giant trying to be relevant.
- 01-27-13, 11:59 AM #37
- 01-27-13, 12:05 PM #38
- 01-27-13, 12:05 PM #39
Apparently j e r k is censored, so for the record that is what the **** is. lol
- CrackBerry Master
01-27-13, 12:06 PM #40
- 1,329 Posts
I think it will be a lifestyles/product ad. Not too heavy on the features because it is more of an introduction of the new platform. They have to inform people of the new product first and make it look desirable. Later they can drill down into the specifics.
- 01-27-13, 12:09 PM #41
Here's my guess opens something "Blackberry 10...blah blah blah" Shows hub, flow, typing, camera w/ time shift, balance, and the hardware. Then "Blackberry 10 reinvented blah blah blah." We have combined both aspects in this simple and short ad effectively catching people's interest who will then proceed to research BB10 soon thereafter.
- 01-27-13, 12:39 PM #45
My take on this is a simple Before and After ad.
Starts with one person playing with an Old BlackBerry and it starts to freeze up.
enter a new person.
Person 1: "Hey I was about to text you, but my screen froze."
Person 2: "Forget freezes in fact forget this phone." Takes it and puts it on the counter. He takes out his Z10.
"Check it out."
Person 1: "What is that?"
Person 2: "This is BlackBerry 10."
He shows off the features: keyboard, time shift camera, the hub, peak and flow, multitasking.
Camera shows person 1, Stunned.
Fade to black.
- 01-27-13, 01:23 PM #47
Probably not a good idea in general to be bashing yourself in any way shape or form other than to admit there were mistakes made.
Here is a great example of accepting mistakes, but not overdoing it. Establish old problems, but explain and show the new face of the company.
- 01-27-13, 02:01 PM #49
The Superbowl is mainly watched in North America. The US is where RIM is getting hurt big time.
RIM has only a small marketshare in the US now... and these are the physical keyboard people for the most part. This small market will get even smaller as these people jump to iOS/Android devices - which are full touch screens. Why risk confusing people into thinking it's the same old Blackberry with the X10 just to cater to a very small and shrinking market? They'll be doing more harm than good.
Z10 only... advertise/release the X10 a couple months after. Keep it sealed for the time being.
- 01-27-13, 02:24 PM #50
I am hoping the commercial doesn't even reveal the name BlackBerry until the very end so as not to bias the viewers. Show off the device and the slick gestures and interface -- say what needs to be said about it -- then at the end reveal "BlackBerry... Re-imagined...". Etc.
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