Making BlackBerry relevant for everyone | BlackBerry

The challenge
When they came to us, BlackBerry’s clients included over 90% of the top 150 listed companies in Europe. But inside those companies, less than 5% of people were using a BlackBerry smartphone.

The reason? Having a BlackBerry was seen as a luxury – something only the ‘C-suite’ deserved.

We had to find a way to make companies realise that people at all levels could benefit from a BlackBerry. And that meant shifting the brand in the eyes of the people who make those kind of decisions: IT teams.

The thinking
‘Return on Empowerment’ is based on the idea that people throughout the company make daily important decisions that affect big things. To do that, they need the right tools – the tools that help them do things quickly, and from anywhere.

Our idea was that BlackBerry in this world becomes a responsible tool to democratise decision making for the benefit of the organisation as a whole. More than just super fast email.

The outcome
We held workshops with the teams to get them to think of new ways to make BlackBerry relevant for different audiences. With our help, the sales and marketing teams changed the way they talk about their products.

We also created a video for IT decision makers that was one of the most successful YouTube projects the business team had ever done. Rather than bombarding IT people with boring facts or technical details (what they’d expect from a sales pitch), we brought all the benefits of BlackBerry to life in an interesting, human way.

uk.blackberry.com