RIM/Blackberry was looking for a lifestyle-driven promotional campaign that would expand their audience to younger men and women in both business and personal life. This campaign had many coordinating touch points that rolled out across different types of ad media over several months prior to and during a new product launch: in-store (kiosk, sales team incentives), mobile, web, print, phone accessories, and pop-up store.

The core message: Blackberry takes ownership of moments when the freedom to communicate anywhere, anytime allows people to be in control of all aspects of their lives. And brands the cachet that surrounds these moments – “Very Blackberry.”

The approach spotlighted moments when people manage their business while staying connected with family, friends and life. These moments are brought to life through real stories of well-rounded business people who have discovered the freedom and flexibility of BlackBerry.

Print insert and gift incentive

Print ads

In-store interactive kiosk & coordinating print ad

Online experience