BLACK BERRY: SmartPhones

Group Members

Rabia Kazmi 10182Furqan Rasheed Khan 10090Syed Fraz Hussain Rizvi 10455Sadaf 10169Muhammad Owais 10065Mona Zubedi 9983

Ad Review

Table of Contents

Introduction................................................................................................................................................................2

About The Company.................................................................................................................................................2

Mission Statement................................................................................................................................................2

Vision Statement...................................................................................................................................................2

BACKGROUND.......................................................................................................................................................2

TEXT.............................................................................................................................................................................2

Caption:...............................................................................................................................................................2

Body Copy:..........................................................................................................................................................2

Tag Line:..............................................................................................................................................................2

Demonstration.............................................................................................................................................................2

Sequence 1: The Achiever.........................................................................................................................................2

Sequence 2: The Explorer.........................................................................................................................................2

Sequence 3: The Dreamer........................................................................................................................................2

Sequence 4: The Leader............................................................................................................................................2

Sequence 5: The Winner...........................................................................................................................................2

MESSAGE EXECUTION..................................................................................................................................................2

IDEA......................................................................................................................................................................... 2

EMOTIONAL POSITIONING.......................................................................................................................................2

TONE........................................................................................................................................................................2

STYLE........................................................................................................................................................................2

Offering........................................................................................................................................................................2

The product..............................................................................................................................................................2

Personal Digital Assistant (PDA................................................................................................................2

Portable Media Player...............................................................................................................................2

Messaging Features....................................................................................................................................2

BlackBerry Messenger.........................................................................................................................................2

BlackBerry internet services.................................................................................................................................2

BlackBerry enterprise system and push email......................................................................................................2

Different BlackBerry products..............................................................................................................................2

Stage in product life cycle............................................................................................................................................2

Market share................................................................................................................................................................2

Communication Objectives of the Advertisement......................................................................................................11

Target Audience.........................................................................................................................................................11

Message Design.........................................................................................................................................................12

Appeal....................................................................................................................................................................12

Structure................................................................................................................................................................12

Format...................................................................................................................................................................12

Source....................................................................................................................................................................13

Medium......................................................................................................................................................................13

Placement..............................................................................................................................................................13

Time/Day/Date.......................................................................................................................................................13

Costs......................................................................................................................................................................14

CRITIQUE....................................................................................................................................................................14

Positives.................................................................................................................................................................14

Negatives...............................................................................................................................................................15

RECOMMENDATIONS.................................................................................................................................................15

Introduction

About The Company

BlackBerry is produced by a Canadian telecommunication and wireless device company Research In Motion (RIM).

Mission Statement

“We shape the future of telecommunication...”

Vision Statement

“To become our customers’ first choice across the world because it is impossible to ignore our excellence in products and services in terms of security, innovation and value that put a smile to

our shareholders and employees while giving back to the local, national and global communities.”

BACKGROUND

BlackBerry Smartphone were launched in 1999 in North America and was brought into India by Airtel.

TEXT

In this advertisement, BlackBerry aims to target with a message 'Do what you love, Love what you do' framing the concept that everyday is a challenge to stay true to the things of our hearts. Whether it is keeping in touch with your loved ones, sharing special moments with friends, being the boss, you can do what you love, with a BlackBerry.

Following are the contents of the advertisement:

Caption: Black Berry- Love What You Do

Body Copy: “I love the warmth of friendship, I love the sound of laughter, I love to be the boss, I love a tune in my head, l love the thrill of winning.”

Tag Line: “Do what you love, love what you do-BlackBerry”

Demonstration

The advertisement is featuring 5 BlackBerry personas with following sequences:

Sequence 1: The Achiever

The Warmth of friendship...Instantly: A man climbs and conquers a mountain and then informs his friends through BlackBerry.

Idea: Update your status the moment you feel like it. Instantly share and tag funny pictures you just took. Post on your friends walls from whenever you are! Stay in touch with your social world from almost anywhere with social networking on your BlackBerry Smartphones.

Sequence 2: The Explorer

Stay Connected: A girl during her journey to some mountainous regions is taking snaps of children and old people with her BlackBerry.

Idea: Capture good moments with BlackBerry and memorize them forever.

Sequence 3: The Dreamer

Carry a Tune everywhere: A guy listening to music on his BlackBerry.

Idea: Download and enjoy all your favorite music on BlackBerry

Sequence 4: The Leader

Be the Boss: A man is alone trying to take charge and act like a leader by solving a chaotic traffic situation

Idea: Be the boss and do not be dependent on others. Take your work with you wherever you go. The BlackBerry push technology delivers messages directly to you. Opening and viewing attachments are both quick and easy.

Sequence 5: The Winner

Play to Win: Capturing video through BlackBerry of a cricketer who is happy because of his victory

Idea: Record and watch moments of your life that reflect the champion that you are. Take pictures of triumph and immediately share them with friends and family.

MESSAGE EXECUTION

IDEA

BlackBerry had brought the message in a distinctive way by phrasing “Do what you love”

The advertisement reinvigorates a theme of livelihood, love, relationships and valuing life

The alphabet “O” has been replaced with the BlackBerry logo communicating an idea that the basic theme of BlackBerry Smartphone is to spread love

EMOTIONAL POSITIONING

This ad is based on emotional appeal which is communicated highly effectively, reaching not only a customer’s heart but also the mind, thus persuading the customer to go for the product by mentioning “Do what you love, love what you do”

TONE

BlackBerry has used a positive tone for the advertisement. The ad uses a serious tone to seek attention and creates a sense of love and belonging.

STYLE

Style is very important in message execution. The ad shows “Lifestyle”. The ad is depicting males and females who have different ways of enjoying life and who hold different views and desires.

Offering

The product

BlackBerry is a line of Smartphone devices developed and designed by Research In Motion (RIM). A Smartphone is an integration of a mobile phone and a personal computer.

It has the following functions/features:

Personal Digital Assistant (PDA)

It has an address book, calendar, and memo pad and task list capabilities.

Portable Media Player

Support for music and video playback and camera and video capabilities.

Messaging Features

Auto-text, auto-correct, text prediction, support for many languages, keyboard shortcuts, text emoticons, email, Facebook, Twitter and Myspace notifications, instant messaging with BlackBerry Messenger, Google Talk, ICQ, Windows Live Messenger, AOL Instant Messenger and Yahoo Messenger, threaded text messaging.

BlackBerry Messenger

Newer BlackBerry devices use the proprietary BlackBerry Messenger (BBM) which is a software for sending and receiving instant messages via BlackBerry PIN. BlackBerry messenger allows for instant messages to be sent internationally without the costs of regular text messaging.

BlackBerry internet services

BlackBerry Internet Service (BIS) is available in 91 countries internationally. BlackBerry Internet Service allows email integration for an individual personal user.

BlackBerry enterprise system and push email

BlackBerry handhelds are integrated into an organization's e-mail system through a software package called BlackBerry Enterprise Server (BES). BES acts as an e-mail relay for corporate accounts so that users always have access to their e-mail. This is called push e-mail, because all new e-mails, contacts, task entries, memopad entries, and calendar entries are pushed out to the BlackBerry device automatically and instantaneously.

battery life Internet faxing Multi-touch interface Other wireless information services

Different BlackBerry products

Early Pager Models

85x 95x

Monochrome Java-Based Model

Early java based Quark 65xx 67xx

First Color Models

72xx 75xx 77xx

First Sure Type Models

Charm 7130

Consumer Models

Electron Pearl Pearl Flip 88xx Curve Bold Storm and Storm2 Tour Style Torch

Stage in product life cycle

BlackBerry was introduced in 1999 as a two way pager. In 2002, the more commonly known smartphone BlackBerry was released, which supports push e-mail, mobile telephone, text messaging, Internet faxing, Web browsing and other wireless information services. The BlackBerry is currently in the growth stage of its life cycle. The Smartphone industry grew 96% in 2009-2010. BlackBerry’s sales are rapidly growing, their profits are rising, their customers are early adopters, and the competitors are growing in number, thus reaffirming its growth stage.

Market share

In 2010, Smartphone sales grew 96 percent from last year, and Smartphones accounted for 19.3 percent of overall mobile phone sales in 2010. According to RIM, in November 2008, the BlackBerry had about 21 million users worldwide. In June 2010, RIM has announced they sold up to 100 million Blackberries.

BlackBerry commands about 15% share of worldwide Smartphone sales, making it the fourth most popular platform after Nokia's Symbian OS, Google's Android, and Apple's iOS.

37%

25%

17%

15%3% 2% 1%

Sales

SymbianAndroidAppleRIM BlackBerryWindows MobileLinuxOthers

1: Share of worldwide 2010 Q3 smartphone sales - by operating system (source gartner inc.)

39.30%

20.80%

17.10%

6.50%

3.20% 13.10%

Sales

NokiaRIMAppleHTCSamsungOthers

2: Smartphone market share in india in 2009(source gartner inc.)

Communication Objectives of the Advertisement

BlackBerry has not been very active on the communication front. The brand relied on word-of-mouth communication for their sales. However earlier this year, the brand launched TVCs with the slogan ‘Do what you love, love what you do’. Through television medium, Blackberry has now tried to create a new perception and more awareness.

At about the same time, an advertisement (called the “BlackBerry Boys”) by Vodafone, which is a BlackBerry service provider in India, was launched that attempted to position BlackBerry as a device not just for uptight corporate executives, but also for cool youngsters.

With this advertisement, the brand aims to communicate that the BlackBerry is no longer only about high-profile consumers belonging to the upper SECs. Rather, it is attempting to reach new consumer segments with affordable variants such as the BlackBerry Curve.

BlackBerry was perceived as a Smartphone for corporate executives and businesses. Therefore its competitors were gaining market share by attracting other consumer segments. This advertisement conveys the message that BlackBerry is not just for business purposes but is a phone that can be used by the youth for messaging, keeping in touch with friends, taking photographs, capturing the cherished moments of life. It is a phone for people having diverse interests and different lifestyles. Due to this change in positioning, now BlackBerry can compete more aggressively with Apple which has the highest growth rate in the Smartphone industry by attracting newer segments.

Target Audience

Initially BlackBerry was launched as a device for businesses and corporate establishments. BlackBerry Charm (family: first sure type) was their first product which aimed to attract consumers. However, even so BlackBerry does not aim for the masses. From 2007 they are moving to address smaller segments and smaller businesses in India. They are also trying to promote BlackBerry to middle managers and other executives which would help them to leverage their productivity and business process. As part of their strategy to branch out to newer segments, they’ve targeted a consumer segment such as youth with the following characteristics with their “Love What You Do” advertisement.

Youth and young professionals

Men and women with high incomes

tech savvy individuals

Personality types: innovators, cool, cosmopolitan lifestyle, imaginative, achievers,

dreamers, leaders, winners

age: early 20s-late 40s

Message Design

Appeal

The message in the ad has been designed in the manner to widen enticement for the use of Smart phones offered by Black Berry. The advertisement is an inspirational piece that has musicians, climbers, photographer, designers, architects, dancers, boss and an inspired employee all struggling to achieve their best, to the background music of 'All you Need is Love'. A screen message concludes - 'Do what you love, love what you do', and the BlackBerry logo appear.

The advertisement appeals emotionally by conveying that the all you really need is love and a BlackBerry and everything else in between takes care of itself. According to this commercial, BlackBerry is insinuating that if you have one of their smart phones you’ll be able to do whatever you want.

The advertisement also reaffirms the changing positioning of BlackBerry that it is a phone for everyone, rather than for just businesses and demonstrates the different activities in which it can be utilized, thus this advertisement establishes BlackBerry as a phone for everyone in addition to just business tycoons.

Structure

The advertisement presents a one-sided conclusive argument by mentioning the uses and personas attached to the BlackBerry phone. The advertisement tells that a BlackBerry can be used for taking pictures, keeping in touch, listening to music etc. and gives the conclusion that simply anything you love to do is possible with your BlackBerry. It attracts personalities like dreamers, achievers, explorers, leaders and winners.

Format

The format of the advertisement is very important. When making a commercial, the creator must make sure that the audio and video matches with each other, this has been done perfectly in the BlackBerry “Love What You Do” advertisement.

In the video, they have placed people who are using BlackBerry phones on various occasions in order to attract the target audience and make them feel a part of the video. The models are energetic who are showing that the product plays a vital role in their lifestyle, in order to make their desires successful and memorable. In all, the ad is showing a flare, a spark in the eyes of the models, thus creating an eye-catching picture for the viewer.

Furthermore, the music is composed especially for this commercial by a talented music director Vickey Goswami , and no doubt the beats of the audio are foot tapping which is helping in making the commercial a powerful sales tool.

Thus with the utilization of seeing and hearing senses, the audience can easily get attracted and get the idea what the advertisement is all about.

Source

BlackBerry is developed by RIM, a leading designer, manufacturer and marketer of innovative wireless solutions for the worldwide mobile communications market. This advertisement is made by Orchard Advertising, one of India’s leading advertising agencies.

Medium

Placement

There is a demand of BlackBerry all over the world and the excessive competition from the local brands has forced BlackBerry to start its product wise promotion strategy. The recent advertisement of BlackBerry is one successful example which is regularly aired on all international popular TV channels like Star Movies, HBO, National Geographic and Star Plus.

Previously BlackBerry was not very much concentrating on advertising, but now it is putting great efforts on TV advertising especially for their new product & feature range, due to which a sharp increase in sales has been observed by the company. Apart from the Television advertising, BlackBerry Ad is also placed in Newspapers, Magazines and on Billboards.

Time/Day/Date

The time duration of the television advertisement for BlackBerry is around 60 second. The time-slots chosen are really appropriate in encompassing consumer attention. Although the commercial sustains suitable visibility throughout the day, but the frequency generally increases during prime time and pre-primetime as at that time there are more potential consumers to watch.

The content in the advertisement is very interesting and eye catching as it shows different people from different walks of life. One can see different cultures & a sense of friendship & good relations among people are developed after watching the advertisement.

The overall variety of BlackBerry is displayed in the end of advertisement. The use of BlackBerry models is also appropriately targeted as they have tried to show that it can work in heavy snow

etc. The target market, which mostly used to be the executives but now they have started targeting the teenagers and old who are generally the host of the television at prime time which ensures consumer attention

This advertisement was launched in March, 2010.

Costs

Cost of advertisement: approximately $100 million. This includes advertising and marketing budget including cost of making, airing and all above-the-line and below-the-line activities (Viral, digital, outdoor, print, on ground, merchandizing and modern trade activities etc.)

Airtime cost $20 Million Making and execution cost $5 Million (These figures are based on approximation due to non availability of exact figures)

CRITIQUE

The ad is a part of the ongoing campaign of BlackBerry for its product line. This ad is full of colors with a glance of different cultures that makes it eye catching.

The message of this ad is poetic in nature and very well organized.

The best thing is the choice of dresses and colors which cover all lifestyles.

Positives

The different cultures shown in this ad make this ad eye catching which is different from

others.

The ad is very attractive & appeals to the eyes as well as to the ears.

The theme of the ad spreads the message of love and building relationships with others.

Showing the different characters in a sequence like Achiever, Explorer, Dreamer, Leader

and Winner motivates the viewer to be any of the characters and explore his own world

through Blackberry Smartphone.

In the end of commercial it shows the starting price of the BlackBerry Smartphone series

at Rs. 14,990/- thus showing the lowest price to the consumer showing that it is

affordable for the youth.

The ad shows all which is possible with a BlackBerry Smartphone.

The advertisement shows different, beautiful locations of India.

The advertisement shows a cricketer taking advantage of the passion that the people of

the subcontinent have for the sport.

The advertisement also caters to CSR by carrying messages such as “Save Water” and

help others.

Blackberry has pretty much taped up the senior manager market for years now. Their

latest efforts are guaranteed to attract younger new users and strengthen their position

even more. At the heart of it is a great product & pricing strategy:  Rs.14,990 for a

Blackberry Curve delivers great value and the 30K plus ones brighten the halo around

the brand. The 15k price point is well within reach of junior or entry level managers; it

delivers a great mix of features at that price.

Negatives

The first impression which makes it negative is that its look likes a high class product

Too much poetic style can be selective selection for the audience due to which main idea

could not be reflected well.

Cultural values have been focused but not properly

Too many people in the ad distract the audience.

 It lacks conviction as we have been exposed to such ideas before. Like Titan (Be More

campaign); Bacardi (Be What You Want to Be ) etc. in different categories.

RECOMMENDATIONS

Though the ad is well presented but still if the number of people is reduced it could be much better as the audience won’t be distracted and would be able to focus on the message that has to be given.