We know that RIM is making a big push in the US with a new Be Bold campaign and we are seeing more of it every day. Adam @CrackBerry noticed that RIM has posted up two more short ad clips of their Be Bold campaign on their YouTube channel today. These new ones stick with the Be Bold concept but have fun taglines like “I need tools, not toys” and “I am about action, not distraction” that play to RIM’s communication powerhouse strengths.
Check them out below and let us know what you think! Better yet let us know if you see them airing!
Desktop Video Link | Mobile Video Link
And the second one
Eric ( View Profile) Enthusiast - Posts: 254
Posted: February 1, 2012 at 1:31 PM EST
I like these commercials. They get across the message while showing off some of the aspects of the device.
However, i wish that for once, RIM could put together a commercial where the person using the device wasn’t a small business owner/entrepreneur/somebody doing their job…
kiddo2050 ( View Profile) Guru - Posts: 1717
Posted: February 1, 2012 at 2:05 PM EST
They’ve done commericial with kids/ young adults in their Love what you do commercials.
Also the Night Bike commercial has nothing to do with business.
What I wish is for clever voice overs that actually say, Facebook, twitter, BBM. Linked in etc. Pack more into the 30 sec.
dpr ( View Profile) Enthusiast - Posts: 467
Posted: February 1, 2012 at 2:49 PM EST
Agreed. They need a distinct narrator voice that describes the qualities of the Blackberry and at the end says: Be Distinct, Be Bold.
Marc Paradise ( View Profile) Enthusiast - Posts: 499
Posted: February 1, 2012 at 2:39 PM EST
I was kind of hoping to see a new strategy – this is the same thing they’ve been doing for a couple years now. It’s good to hear how people use the device… but that doesn’t necessarily let people relate to the person speaking.
I’d rather see more focus on the capabilities of the phone and less on the people using it. While these ads do include *reference* the capabilities, they don’t focus on them. They require the viewer to mentally translate ‘okay he can do this, what does that mean for me’ — and for the most part, they’re not going to bother.
An example: they reference BBM in that first ad, but it doesn’t mean anything. It’s completely without context – so unless you already have a BB, you’re not going to know what BBM can give you. If you pay attention, you *might* be able to infer it’s some kind of messaging app, but that’s it.
That said, I’m hoping that this is an interim campaign and that we’ll see some changes as the year goes on.
BBA Brian ( View Profile) Guru - Posts: 2094
Posted: February 1, 2012 at 2:51 PM EST
I am thinking these are interim campaigns left over from last year
They have already paid to have developed so they are going to flood the market with them
Marc Paradise ( View Profile) Enthusiast - Posts: 499
Posted: February 1, 2012 at 2:57 PM EST
I’m inclined to agree – just because they’re so similar to the ongoing campaign.
BBA Brian ( View Profile) Guru - Posts: 2094
Posted: February 1, 2012 at 2:59 PM EST
I have to hope they will launch the “new” campaign with OS 2.0 launch
BBA Brian ( View Profile) Guru - Posts: 2094
Posted: February 1, 2012 at 3:00 PM EST
until BB10 is out.. I think it is key to focus on BB 7 + 2.0 PB combo value
BB7 + 2.0 PB > iPhone4S + iPad
They have to focus on that
dpr ( View Profile) Enthusiast - Posts: 467
Posted: February 1, 2012 at 3:50 PM EST
It would be nice if they buy a spot during the superbowl to show off PlayBook 2.0 and also show how Blackberry 7 phones can be both fun and productive.