The new BlackBerry advertising campaign launched in South Africa last week with the first flighting of the TV ad on Comedy Central. The engaging advertising campaign sees a series of simple images, paired in such a way as to showcase the juxtaposition between active and inactive choices.
Based on the key insight that BlackBerry users are people of action and that BlackBerry devices facilitate action, the fun and quirky scenes include a pair of slippers versus a pair of ballet shoes, a cookery book versus a take-away and a group of friends on a sofa versus a group on an amusement park ride.
“We are excited about the launch of our new BlackBerry campaign and are looking forward to consumers engaging with the content. Our intention with this advert and our campaign as a whole is to celebrate the idea of choice. We all make choices every day and BlackBerry is there to help the consumer make those decisions and achieve their goals,” says Sarah Probert, senior director of brand marketing and communication at RIM.
The ad will be flighted in a selection of primetime drama, comedy and lifestyle programmes including Carte Blanche, Expresso, Top Billing, Eastern Mosaic and Step Up Or Step Out.
