Tools for success | BlackBerry

The challenge
When BlackBerry first came to European shores, they were riding the success of their extraordinary corporate gadget. But times were changing. No longer just for corporate go-getters, a wider audience were using BlackBerry – rock stars, actors, ‘It’ girls and a rising breed of entrepreneur.

The perception of a clunky email gadget for corporate workaholics was out of sync with the reality. A real status symbol, BlackBerry was for anyone who wanted to get on in life, not just men in suits.

The thinking
We worked with RIM to develop a new positioning: ‘Tools for success’ that nudged BlackBerry closer to real life outside the corporate bubble without losing their inherent DNA.

It’s about showing people that BlackBerry can help you get where you want to be – whoever you are and whatever you’re doing.

Off the back of the idea, we refreshed BlackBerry’s identity and developed a new communications approach with a strong story for them to share internally.

After that, we worked with other agencies and local teams in South Africa and Turkey to adapt the strategy for local markets.

www.blackberry.com

The outcome
To help explain the concept to employees, we used ‘20 great ideas’ show as a catalyst for this new approach– a project which sparked lots of different communications campaigns.

As well as…
Revamped corporate brochure
BlackBerry film for all RIM recruits
Head office interior