BBDO creates new 'Action' campaign for BlackBerry

BlackBerry has launched a new advertising campaign in Asia Pacific focusing on the spirit that drives the Asian youth - action. Created by BBDO India, the campaign capitalizes on the truth that BlackBerry has always been about making things happen. In Asia, where the median age is 29 years old, people are doers. They have action seeped in their consciousness. This campaign has come at the right time.  

 

Speaking about the campaign, Josy Paul, Chairman and Chief Creative Officer, BBDO India says, “It all started when Sunil Dutt, the new head of India operations for RIM asked us the all important question 'What does BlackBerry stand for?' Along with Krishnadeep Baruah, Amisha Sethi and the marketing team at RIM, we developed the idea that every BlackBerry is born for action.  There's an inherent urgency for action built into it. Look at the red splat that appears every time you get a message. The sign refuses to go away until you take action. The first thing we do when we wake up in the morning is check for the red splat. That's how we created the launch ad 'Action now has a symbol' and the brand line 'Action starts here'. That's what differentiates BlackBerry from other mobile phones."  

 

Bringing the red splat to the forefront leverages one of the brands properties that consumers connect to.  The little red light that pops up on the screen is not only a reminder, it tells the user something new is waiting for them.  It is the catalyst to action.  

 

“It’s what we call a useful idea”, says Ajai Jhala, CEO BBDO India.  “We all have things we talk about doing.  We hope the idea will inspire people to stop sitting on the things they’ve been wanting to do”.  

 

Action never had a symbol. The new red splat that resides in every Blackberry phone will now be the symbol of action. The symbol is an integral part of the 'action' campaign that will run across all touch points including TV, print, OOH and digital.  

 

It has already launched in Thailand and India.

 

A short note about each of the activities:

 

The manifesto speaks eloquently about the meaning and relevance of 

action in people’s lives. And connected it to BlackBerry, the symbol of action. 

 

The film glorifies the action people in a simple, engaging way and 

invites one to share their passion for action.

 

A whole range of situation-based outdoor, poster and OOH ideas will be unraveled across India.

 

A massive digital, activation and a movement idea is also part of the plan.

 

 

For the TVC:

Client: RIM

Advertising agency: BBDO India

Chief creative officer: Josy Paul

Creative director-special projects: Varun Mehta

Copywriter: Varun Mehta, Josy Paul

ACD (Art): Ravi Shanker

CEO: Ajai Jhala

Account management: Shefali Kothari, Jaya Narang

Planning: Rajat Mendhi, Ajai Jhala

Agency producer: Divyang Pandya

Production house: Asylum Films

Director: Razy (Razneesh Ghai)

Producer: Anju Vaswani

DOP: Remi Chevrian

First AD: Abbas Khan

Director's DA: Soumil Shetty

Music: Dhruv Ghanekar, WAH WAH Music

Thailand Producer: Kornpanote Semros (Picnic Features)

Costume Stylist: Ayesha Dasgupta

Post Production: Famous Studios, Santa Cruz 

 

For Print and OOH:

Advertising agency: BBDO India

Chief creative officer: Josy Paul

Creative director-special projects: Varun Mehta

ACD: Ravi Shanker

Copywriter: Varun Mehta, Prakhar Deogirikar, Josy Paul

Art: Ravi Shanker, Varun Mehta, Joy Agarwal, Sagar Jadhav

CEO: Ajai Jhala

Account management: Shefali Kothari, Jaya Narang

Planning: Rajat Mendhi, Ajai Jhala

Production head (Mumbai): Hitesh Shah