It was in the year 2010 that telecom service provider Vodafone introduced the ‘BlackBerry Boys’ ad campaign to push handset maker BlackBerry’s services to a larger audience, especially the youth. The campaign, with its catchy song, is considered to be one of the most successful ad campaigns and helped create a strong brand connect.
However, this euphoria did not last long things have become tough for BlackBerry. The company is looking to hive off BBM, its once popular IM application, into a separate subsidiary even as it weighs options of a partial stake sale or a complete sell-out. The company has plans to launch the BBM cross-platform on Android and iOS, along with a social networking tool called BBM Channels.
In India, BlackBerry has roped in Ranbir Kapoor and is trying to keep up the momentum with its communication, especially using digital media.
Understanding consumers is the ground rule in marketing, and things are no different when it comes to talking to the youth. According to Ashish Gupta, Director - Marketing, BlackBerry Mobiles, “The best way to connect with the youth today is to engage with them, speak their language and care for them.”
Gupta shared his views at a round table on ‘What Youth Want’, organised by IMPACT magazine.
To know more, watch video here…