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  1. 1. ELIZABETHYOUNG EMILYWASHBURN ABBYWELLS JINGFEIWU ADVERTISING 208 PROFESSOR O’NEILL FALL 2015 BBSTAY SECURE
  2. 2. CONTENTS 01. 03. 04. 05. 06. 07. 08. 09. 10. 11. 12. 13. 14. 15. Brand History Advertising History Situation Analysis (S.W.O.T) Competitive Analysis Target Audience Positioning Creative Brief Single-Minded Proposition About Our Security Professional Protection Creative Execution One: Super Bowl Creative Execution Two: Print Ad Creative Execution Three: Billboard Sources
  3. 3. BRAND HISTORY 1984 1995 1988 1998 1999 2000 Research In Motion Limited, known today as BlackBerry Limited, was founded in Canada. RIM introduced the Inter@ctive Pager 900, a small device that featured two-way email communication. RIM became the first wireless technology developer in North America to develop connectivity products for Mobitex wireless packet-switched data communications networks. The Inter@ctive Pager 900 was succeeded by the smaller Inter@ctive Pager 950. BlackBerry introduced the 850, a small two-way pager that supported email and HTML browsing. BlackBerry also introduced Enterprise, a server to help corporations manage a large number of devices. BlackBerry launched the 957. The device featured a color display, send and end keys, and a keyboard optimized for “thumbing.”
  4. 4. 2002 2003 2005 2010 2014 2015 RIM’s first voice- enabled BlackBerry handset, the 5810, debuted on AT&T’s network in April. Between 2003 and 2004, RIM introduced the BlackBerry Color series. The models vaguely resembled today’s smartphones, and supported push email, mobile telephone, text messaging, Internet faxing, and Web browsing. BlackBerry’s peak period of popularity was from 2005-2009. They introduced multiple lines such as the BlackBerry Pearl and Black- Berry Bold, and provided amenities such as a QWERTY keyboard, text messaging, mobile browsing, and WiFi on all models. Between 2010 and 2013, consumers believed BlackBerry’s models were blurring together. To combat this, the company introduced models such as the BlackBerry Storm, which featured touch screen technology. BlackBerry came out with the PRIV Android phone in the Fall of 2015. The device is longer, slimmer, and features a touch screen as well as a QWERTY keyboard. BlackBerry introduced the Classic which featured a design similar to the brand’s older, more popular models. In addition, BlackBerry launched BB Assitant, a type of hardware designed to keep users organized and informed.
  5. 5. ADVERTISING HISTORY This campaign was done by Leo Burnett in 2009. They used the tagline, “Love What You Do” and showed different individuals across the globe doing what they love, such as hiking, playing an instrument, and supporting one another. These commercials were intended to show how your phone could help enhance and remember the experience of doing what you love. This campaign was seen on the web in large spots such as Yahoo, CNN and The New York Times. One of the great successes of this campaign was that visits to blackberry.com device page increased. For the launch of the BlackBerry 10 in 2013, the project “Keep it Moving” was created. This project centered around singer, Alicia Keys. Consumers were given the chance to submit photos of themselves in their city, which would then be used in a short film be played at Keys’ shows. With Keys being the Global Creative Director, the company ran into a problem when she tweeted off of her iPhone. It was said to be a result of hackers, but that did not help lift the campaign off its feet. With various social media platforms, such as Twitter, Facebook and Instagram, Black- berry has been able to remain somewhat relevant on a digital and mobile platform. Facebook Followers: BlackBerry Electronics- 27,986,958 BlackBerry Telecommunications- 182,459 BlackBerry Product/Service- 40,712 Twitter Followers: Official: 4.5 million BB Help: 1.5 million Instagram: Official: 84.4K #blackberrypriv has been tagged in 3,426 posts Love What You Do Keep It Moving Social Media Presence
  6. 6. SITUATION ANALYSIS Strengths Weaknesses Opposition Target The PRIV includes expandable storage. The PRIV has a physical keyboard in addition to the virtual keyboard. Uses Android’s Google Play feature, allowing access to the same apps. Our security system (BES10) is separate and superior to the iCloud. Inability to market the brand: no retail store, confusing social media presence. Inconsistent advertising strategy. Weak customer service in comparison to the iPhone. Poor presence in the landscape of electronic devices such as tablets and laptop computers. Highly dependent on government and corporate contracts. Did not produce an up to date smartphone until 2015. Corporations are constantly being hacked and are looking for ways to secure information. No phone in the category has been established as solely a “business phone.” BlackBerry’s phones are viewed and used as a tool, not a toy. People may miss using a physical keyboard on their phone. Apple’s command over younger audiences could make it almost impossible for BlackBerry to gain another following. Increased competition for business and government contracts: BlackBerry has already been beaten out by Samsung in trying to renew some of its U.S. government contracts this past year. iCloud continues to evolve its security and works alongside Microsoft to create personalized security plans for businesses.
  7. 7. COMPETITIVE ANALYSIS • Holds 27% of market share • Innovative technology (Galaxy S3) • Spectacular channel marketing • Holds 44% market share • Young, creative, and innovative • Elegant color and design • App Store culture • Holds 9% of market share • Strong brand image “Life’s Good” • Innovative product design (largest screen and removable back cover) • Holds 5% of market share • Best Android Smartphone of 2013 • Customizable, user-friendly design According the recent research report provided by comScore, among 191.4 million people in the U.S. own smartphones. BlackBerry’s global market share dropped from 2.9% to 0.5% in the summer of 2015 and gradually left the competitive position in the smartphone market. During our store walk in Destiny USA mall, we found that this held true. Best Buy not only did not carry the product but was unaware that BlackBerry had released a new phone. AT&T was the only telecommunications company that had the PRIV on display, and was aware of the functions and layout of the phone. Among all these competitors, each brand has their unique competitive advantages that have lead to their success. Samsung was struggling to catch up in the smartphone market until they launched the Note and Galaxy series, which contain highly innovative technology. For example, Samsung Note has a genius combination of phone/tablet (“phablet”) that perfectly satisfies customers’ hand-writing need. Also, they do a great job in channel marketing. With Motorola’s first flagship release since its acquisition by Google, they have crafted a premium smartphone with an exceptionally simple and intuitive user experience. Their Moto X was named IBTimes Best Android Smartphone of 2013. Moto X stands out by focusing on a customizable, user-friendly design. HTC differentiated itself from other brands by forming strong partnerships with Google and Facebook, and having great multimedia experiences. Our current top competitor in the industry is Apple. Since the release of the First Generation iPhone in 2005, Apple has been the face of the smartphone market. The iPhone has a simple and entirely touch-screen design that makes it attractive to consumers. They also created an app store culture that has changed the behavior of smartphone users. Apple’s target audience began with the young, creative, and innovative within society, and has continued to grow to capture a much larger, broader target audience. Consumers that are buying the iPhone are primarily interested in having a device that they can customize and make their own. They want a high quality camera that will allow them to capture moments and to be “artsy.” They want to be able to use apps that make life easier, and help them to stay in touch with friends and family. Most importantly, these people want to be seen carrying a phone bearing the Apple symbol to prove they are culturally relevant.
  8. 8. ABOUT OUR SECURITY Though the iPhone has cornered over 44 percent of the U.S. smartphone market, Apple is still missing one key customer: The President of the United States. The President is not allowed to have an iPhone, but he can have a BlackBerry. Even when BlackBerry was out of the spotlight, their security system continued to evolve. According to the German Interior Ministry, BlackBerry is the only phone that has not been unencrypted by any foreign intelligence agencies due to specially developed software. Out of the 600,000 mobile devices the military uses, 470,000 (78%) are BlackBerry devices, while only 41,000 (7%) are Apple devices. Unlike the iPhone’s iOS, BlackBerry provides the most comprehensive end-to-end mobile security solution. BES10, BlackBerry’s latest security feature, provides extra layers of security that the consumer can add in. Our security solution lets you keep your data safe and private while it is in transit on your network, and when it is at rest on a mobile device. BlackBerry has over 50 security certifications and approvals, which is more than any other system. More importantly, at BlackBerry, security is integral to everything we do. It’s not just an offering we provide—security is a philosophy we embody. Therefore, we concluded that BlackBerry’s trustful end-to-end security solution is the strongest competitive advantage we have. There is evidence demonstrating that cloud-based security is a threat to consumers’ private information. In order to be competitive in the market, it is important that we establish that our phone has the same capabilities as the other smartphones in our category, while also excelling in security.
  9. 9. TARGET AUDIENCE B2B As a result of being out of the marketplace for some time, BlackBerry does not have the strong relationship with consumers that they once had. Most consumers have formed bonds with brands such as Apple and Samsung, and are more comfortable with only using their products. From this we have decided on the business to business approach. Companies have a large amount of control over what phones employees use based company data plan benefits. With the appeal of security, companies will be more likely to consider BlackBerry when choosing cooperate-wide devices. We plan selling through telecommunication companies as we do not have our own stores. We will use mainly Sprint, Verizon and AT&T because they do the largest business sales. It is important that we create a budget that will allow a sum of our money to go toward better store placement of our devices to allow more consumer contact. B2C We did not want to narrow our target too much in fear of limiting our goal of increasing brand awareness. So, at an individual sale level, we decided that our security benefit would appeal most to post collegiate graduates, ages 24-38, that are just beginning to establish themselves. Having large amounts of loans to pay off, along with various expenses that come with renting their first apartment it is vital they protect what money they have. With BlackBerry, they can feel a sense of security while the rest of their life continues to change and develop. Business to Business Business to Consumer
  10. 10. To all business institutions and young, financially conscious post-graduates, BlackBerry is the only mobile phone that can keep all of their electronic material protected, and secure. The layered security system incorporated into all of BlackBerry’s devices is virtually impossible to hack, and therefore allows both companies and individuals to feel confident and safe as they communicate and work with others. POSITIONING STATEMENT
  11. 11. CREATIVE BRIEF OBJECTIVE WHAT ISTHE AD’S ROLE IN ACCOMPLSIHINGTHIS GOAL? TARGET AUDIENCE WHAT DOESTHETARGET CURRENTLY BELIEVE? WHAT DOWEWANTTHEMTO BELIEVE? REASONTO BELIEVE Security is integral to everything we do. It’s not just an offering we provide, it’s a philosophy we embody. Mobile phone security is a priority, and that there is a relationship between serious security issues, and our competitors’ devices. BlackBerry is virtually non-existent, and they are unaware that BlackBerry has a smartphone that is competitively up-to-date. Generally, BlackBerry is thought of as old-fashioned, uncool, and as a phone brand used exclusively by the older generation. Our target audience is business institutions and financially-conscious post-graduates. The main goal of our advertisements is to help promote BlackBerry’s brand image, and to reinstate the brand into the minds of consumers. We also hope to use our ads as a way to illuminate how BlackBerry has continued to evolve outside of the spotlight, and that its modern security system possesses benefits for consumers that no other brand can match. Our objective is to remind not only businesses and financially conscious young people, but also all mobile phone users that BlackBerry remains a major player within the mobile phone market. We aim to do this by educating customers on the importance of securing both their personal, and professional information when working on an electronic device. We plan on highlighting BlackBerry’s superior capabilities when it comes to securing customers’ information, while also having the same functionality and sense of style as other phone brands.
  12. 12. SINGLE MINDED PROPOSITION BlackBerry is the most secure mobile phone in the category. Its operating system, BES10, has multiple tools that work together to ensure the safety of a device’s data. The main reason businesses and financially-conscious post-graduates will switch to this brand will be to protect their important information and money. BlackBerry is the smartphone with the most advanced security system, making it a device that people and corporations can use to accomplish all of their personal and professional goals.
  13. 13. TAGLINE professional protection The tagline we have chosen for our campaign is “Professional Protection.” The phrase serves as a double-entendre. Its first meaning conveys the fact that BlackBerry devices are meant to protect individuals’ professional information. Whether it’s a presentation, fund spreadsheet, or calendar, BlackBerrys can be trusted with the task of protecting the information consumers use to get ahead in their professional life, as they are designed to do just that. The tagline’s alternate meaning defines BlackBerry as a professional protector. At BlackBerry, security is not just an offering we provide, it’s a philosophy we embody. Ever since our founding in 1984 we have made security our “profession,” incorporating the latest hardware and techniques into all of our devices. We want to protect our customers, and this tagline evokes that desire.
  14. 14. CREATIVE EXECUTION ONE We chose to feature our first creative execution in the Super Bowl. The brand awareness for BlackBerry is critically low. We need to increase brand awareness and reach the largest audience possible in order to remind them that we are still players in the mobile phone market. The best way to accomplish this is by featuring our ad in the most widely viewed live television program, the Super Bowl. The commercial is a depiction of the process that an email message takes to make it to the receiving device. We compare the BlackBerry security system to Air Force One because we believe all of a consumer’s information deserves priority and that it should be under the highest level of protection. We use the song “Confident” by Demi Lovato in the background of our com- mercial. This song is fitting because we are confident in our security, and we want our users to be confident with us. We are also trying to expand our market to postgraduate students. The people in this desired market will be familiar with the artist and the song, and it will catch their attention when they hear it being played in the background of our ad. The song will begin when the message is sent, play through the scenes with Air Force One, and end when the action ends abruptly showing the phone receiving the email. Then a voice will read “BlackBerry: Professional Protection” as it appears on the screen. Super Bowl Commercial
  15. 15. CREATIVE EXECUTIONTWO Print Ad One: Mr. President For our first print ad, we chose a simple yet powerful approach. We have a darkened image of the presidential podium and the presi- dential seal as the background, with the text “The President of the United States IS NOT allowed to use an iPhone,” in capital letters on top. This establishes BlackBerry as the brand with the best security in the mobile phone market. The message is clear and concise and proves our superiority over Apple and Samsung, our top competitors, in the area of security. We will include “#professionalprotection” at the bottom of this ad to tie it back to our campaign. This ad will be placed in The Wall Street Journal, Forbes magazine, and Time magazine, where our target audience of business professionals and financially conscious postgraduates will be exposed to them. Print Ad Two: The List For our second print ad, we allude to a popular list meme that can be found on the internet. This print ad grabs the attention of consumers because it is a plain black background with bold, white text. The simplicity of the design is also recognizable to our desired market of postgraduate students, because they are constantly connected through the internet and will have come across the meme. In this ad, we list the names of companies and celebrities that have famously had their security breached in the last year. The text reads “Adobe & eBay & iCloud & J. Law & J.P. Morgan. Don’t be next on the list.” with “#professionalprotection” and our logo and “BlackBerry” at the bottom. By warning consumers not to be next on the list, we are asserting that with our security, they will never have to fear their personal information being stolen. We will be placing this add on popular internet news sites, mainly Buzzfeed, that get internet traffic from a younger audience such as the postgradu- ate market we are targeting.
  16. 16. CREATIVE EXECUTIONTHREE Billboard The last component of the Professional Protection campaign will be a billboard that will be positioned along traffic heavy highways in majors cities including New York, Los Angeles and Boston. It will have the phrase, “Get your head out of The Cloud” inside the symbol of the iCloud. Underneath this image will be the phrase “Don’t put yourself at risk. Protect what matters to you.” This acts as a dig towards cloud-based security, in order to create buzz about BlackBerry and earn brand awareness. In the bottom left corner there will be “#professionalprotection” in order to relate the ad back to the overall campaign.
  17. 17. SOURCES “Alicia Keys Blackberry Live 2013.” YouTube. YouTube, 17 May 2013. Web. 09 Dec. 2015. “BlackBerry in the Enterprise.” BlackBerry Enterprise – BlackBerry Products & Services. BlackBerry, 2015. Web. 09 Dec. 2015. “ComScore Reports August 2015 U.S. Smartphone Subscriber Market Share.” ComScore, Inc. ComScore, 2015. Web. 09 Dec. 2015. “Experian Simmons OneView.” Experian Simmons OneView. N.p., n.d. Web. 09 Dec. 2015. “Facebook Logo.” Facebook. N.p., n.d. Web. 09 Dec. 2015. Hustad, Karis. “Is the BlackBerry Really More Secure than the IPhone? (+video).” The Christian Science Monitor. The Christian Science Monitor, 5 Dec. 2015 Web. 09 Dec. 2015. “Instagram.” Instagram. N.p., n.d. Web. 09 Dec. 2015. “3 Smartphone Security Flaws That You Should Be Aware Of.” MakeUseOf. N.p., n.d. Web. 09 Dec. 2015. Woyke, Elizabeth. “A Brief History Of The BlackBerry.” Forbes. Forbes Magazine, 17 Aug. 2009. Web. 09 Dec. 2015.

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