Blackberry Application Development Co-Marketing
Client: Research In Motion
Product: Blackberry Mobile Devices
Background:
At the onset of the worldwide conversion to personal mobile device computing, Research In Motion owned an important advantage over other device manufacturers: Blackberry devices were more secure that competitive alternatives. However, Blackberry had long been considered the business choice in a world that was increasingly opting for mobile devices as a lifestyle aid.
Campaign Objective:
Push Blackberry Application Development in conjunction with RIM Alliance Partner Mirifex at the 2008 National Retail's Big Show at the Javitz Center in New York City, where a large number of female buyers for retail store chains, and retail store products would make project decisions for the upcoming year.
Creative Strategy:
Research revealed that female store managers and buyers worried about work details. RIM products, outfitted with the right applications, solved those headaches. Therefore, our campaign revolved around a "dresscode" theme, and focused on feeling better about work because you were better dressed with RIM solutions.
Research revealed that female store managers and buyers worried about work details. RIM products, outfitted with the right applications, solved those headaches. Therefore, our campaign revolved around a "dresscode" theme, and focused on feeling better about work because you were better dressed with RIM solutions.
Results:
Research In Motion secured thousand of new activations thanks to the SFX campaign, including projects across the Limited Brands (Victoria Secrets, PINK, and Bath and Body Works), Moen, Flight Options, and NetJets.
Research In Motion secured thousand of new activations thanks to the SFX campaign, including projects across the Limited Brands (Victoria Secrets, PINK, and Bath and Body Works), Moen, Flight Options, and NetJets.
About the Creative:
The marketing research that led to the campaign strategy was under the direction of Thomas Merrill, as President of Planetc, LLC. Campaign budgeting and project management were supplied by Planetc. Concepts, copy and design creative direction was supplied by Thomas Merrill.
