Along with TVCs and extensive outdoor campaigning, BlackBerry has taken an action-packed on-air approach. The campaign showcases the strengths of BlackBerry as a brand that support individuals to get things done. It has been launched over 20,000 radio spots across the country.
‘Action starts here’ is a national brand campaign launched in August 2012. The red icon or the ‘splat’ is a symbol of action which is unique to BlackBerry. The radio campaign begins with the ‘My action starts here’ jingle and goes ahead to reflect the association of action with BlackBerry.
Krishnadeep Baruah, Director Marketing – India, RIM said, “The campaign is aimed at cutting across demographics and encompassing a larger target audience under the overarching tag of ‘people in action’.”
“It’s for people of action who put more into life to get more out of it. No matter what the action is, it starts here with a BlackBerry. It is the symbol of a new message incoming as an icon of action. The splat is used as a rallying symbol for those who seek to action and find opportunities in any situation,” Baruah added.
On-air contests powered by the ‘Action starts here’ theme will be seen soon.
Research In Motion and BBDO have designed the entire campaign after six months of strategic and creative planning.