BlackBerry has released a new Android smartphone called the PRIV and is launching an advertising campaign to promote its brand and security capabilities. The campaign will target both businesses and financially conscious post-graduates aged 24-38. The campaign's tagline is "Professional Protection" and will highlight how BlackBerry provides the most secure mobile phone through its operating system BES10. The first creative execution will be a Super Bowl commercial comparing BlackBerry's security to Air Force One, while print ads will feature the fact that the President cannot use an iPhone and allude to a popular internet list meme. The goal is to increase awareness of BlackBerry's continued focus on security and position it as the most secure smartphone choice.

1. ELIZABETHYOUNG
EMILYWASHBURN
ABBYWELLS
JINGFEIWU
ADVERTISING 208
PROFESSOR O’NEILL
FALL 2015
BBSTAY SECURE

3. 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

4. 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.”

5. 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.

6. 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

7. 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.

8. 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.

9. 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.

10. 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

11. 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

12. 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.

13. 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.

14. 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.

15. 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

16. 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.

17. 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.

18. 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.