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Blackberry Blackberry Presentation Transcript

  • AMANDA KUBISTA | KARA COHEN | EDUARDO HAN | PATRICK DLUZNIEWSKI
  • / Business ObjectiveReturn Blackberry to a positive market share growth trajectory.
  • / Problem Blackberry targets millennials,however millennials think Blackberry is irrelevant.
  • / Advertising ObjectiveConvert Baby Boomers using feature phones into Blackberry users.
  • Smartphone Penetration by Age Group 39% 30% 35%Quarter 3 Quarter 4 Quarter 1 Quarter 2 Quarter 32010 2010 2011 2011 2011 Ages 13–17 Ages 45–54 Ages 18–24 Ages 55–64 Ages 25–34 Ages 65+ Ages 35–44 Source:
  • BB 26% 78 MILLION PEOPLE
  • BB 26% 78 BILLION PEOPLE $$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$ 50% $$$$$$$$$$$$$$$$$$$$$$$$$$$$ BB $$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$ US $$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ DISCRETIONARY SPENDING $$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$
  • BB 26% 78 BILLION PEOPLE $$$$$$$$$$$ $$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$ 50% BB $$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ US $$$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$$$$$$ DISCRETIONARY SPENDING $$$$$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$$$$$$$ $$$$$$$$$$$$$ EXPECT TO 70 WORK PAST
  • Baby Boomers areDriven Independent Competitive Productive Successful
  • / InsightBaby Boomers value hard work.
  • / Strategy Connect Baby Boomers using feature phones toBlackberry by expressing the shared value of hard work.
  • Baby Boomers Blackberry Driven HARD Speed Competitive Independent WORK Efficiency Attention to detail Productive Security Successful Reliability
  • / IdeaBe Blackberry smart.
  • Pledge WE BELIEVE THAT SLOW AND STEADY DOESNT WIN THE RACE. FAST STEADY DOES. AND WE DONT THINK ITS ABOUT THE JOURNEY. WE THINK ITS ABOUT THE JOURNEY THE DESTINATION. AND ITS NOT ABOUT THE BIG PICTURE. ITS ABOUT THE DETAILS THAT MAKE THE PICTURE. DETAILS MATTER. SOME SAY, WITH NO RISK IS NO REWARD. WE SAY, WEAR A SAFETY HARNESS WHEN YOU TAKE THAT RISK. SOME SAY PLAY HARD TO GET, RELIABILITY IS BORING. WE SAY RELIABILITY SECURITY AND INTEGRITY , ARE PARAMOUNT.
  • Teaser
  • Teaser
  • Reveal WE BELIEVE THAT SLOW AND STEADY DOESNT WIN THE RACE. FAST STEADY DOES. AND WE DONT THINK ITS ABOUT THE JOURNEY. WE THINK ITS ABOUT THE JOURNEY THE DESTINATION. AND ITS NOT ABOUT THE BIG PICTURE. ITS ABOUT THE DETAILS THAT MAKE THE PICTURE. DETAILS MATTER. SOME SAY, WITH NO RISK IS NO REWARD. WE SAY, WEAR A SAFETY HARNESS WHEN YOU TAKE THAT RISK. SOME SAY PLAY HARD TO GET, RELIABILITY IS BORING. WE SAY RELIABILITY SECURITY AND INTEGRITY , ARE PARAMOUNT. Introducing Blackberry smart.
  • Pledge
  • Reveal
  • Print SOME SAY THAT SLOW AND STEADY WINS THE RACE. WE SAY,SpeedEfficiency FASTAttention to detailSecurityReliability AND STEADY WINS THE RACE. Blackberry smart.
  • Print SOME SAY ITS THE JOURNEY,Speed NOT THEEfficiency DESTINATION.Attention to detailSecurity WE SAY,Reliability BRING ON THE DESTINATION. Blackberry smart.
  • Print SOME SAYSpeed ITS ABOUT BIG PICTURE THEEfficiencyAttention to detailSecurityReliability WE SAY, DETIALS MATTER. Blackberry smart.
  • Print SOME SAY TOSpeed LIVE ON THE EDGE. WE SAY,EfficiencyAttention to detailSecurityReliability WEAR A HARNESS. Blackberry smart.
  • Print SOME SAY PLAY HARD TO GET,SpeedEfficiency WE SAYAttention to detail PLAY HARD LOSE. TOSecurityReliability Blackberry smart.
  • Blackberry Smart Cards BE BLACKBERRY SMART BE BLACKBERRY SMART BE BLACKBERRY SMART WITH MICROSOFT WITH MOZILLA WITH MICROSOFT EXCEL FIREFOX OUTLOOK
  • Blackberry Smart Cards F2 Edit the selected cell. F5 Go to a specific cell. For example, C6. F7 Spell check selected text or document. F11 Create chart. BE Ctrl + Shift + ; Enter the current time. Ctrl + ; Enter the current date. Alt + Shift + F1 Insert New Worksheet. Shift + F3 Open the Excel formula window. Shift + F5 Bring up search box. Ctrl + A Select all contents of the worksheet. Ctrl + B Bold highlighted selection. BLACKBERRY Ctrl + I Italic highlighted selection. SMART Ctrl + K Insert link. Ctrl + U Underline highlighted selection. WITH MICROSOFT Ctrl + 5 Strikethrough highlighted selection. EXCEL Ctrl Ctrl Ctrl + + + P F9 F10 Bring up the print dialog box to begin printing. Minimize current window. Maximize currently selected window. Ctrl + F6 Switch between open workbooks or windows. Ctrl + Move between Excel work sheets in the same Excel document. Ctrl + Move between Excel work sheets in the same Excel document. Powered by
  • Blackberry Smart Cards Alt + Go back a page. Backspace Back a page. Atl + Forward a page. F5 Refresh current page, frame, or tab. BE F11 Display current website in full screen. Esc Stop page or download from loading. Ctrl + + Increase font size. (-) will decrease font size. Ctrl + Enter Quickly complete an address. Shift + Enter Complete a .net instead of a .com address. Ctrl + Shift + Enter Complete a .org address. Ctrl + Shift + Delete Open the Clear Data window to clear private data. BLACKBERRY Ctrl + D Add a bookmark for the page currently opened. SMART WITH MOZILLA Ctrl Ctrl Ctrl + + + J N I Display available bookmarks. Display the download window. Open New browser window. FIREFOX Ctrl Ctrl + + P T Print current page or frame. Ctrl + T Opens a new tab. Ctrl + W Closes the currently selected tab. Ctrl + Shift + T Undo the close of a window. Ctrl + Tab Moves through each of the open tabs. Spacebar Moves down a page at a time. Powered by
  • Blackberry Smart Cards Alt + S Send the email. Ctrl + Enter Send the email you’re composing. Ctrl + C Copy selected text. Ctrl + X Cut selected text. BE Ctrl + P Print selected text. Ctrl + K Complete name/email being typed in the email address bar. Ctrl + B Bold highlighted selection Ctrl + I Italic highlighted selection Ctrl + M Send and receive all Ctrl + U Underline highlighted selection Ctrl + R Reply to an email. BLACKBERRY Ctrl + F Forward an email. SMART Ctrl + N Create a new email. Ctrl + Y Go to folder. WITH MICROSOFT Ctrl + Enter + A Create a new appointment to your calendar. OUTLOOK Ctrl Ctrl + + Enter Enter + + O I Open the Outbox. Open the Inbox. Ctrl + Enter + K Add a new task. Ctrl + Enter + C Create a new contact. Ctrl + Enter + J Create a new journal entry. Ctrl + Enter + V Move folder. Powered by
  • Blackberry Smart Challenge
  • Blackberry Smart Challenge Smart Challenge ARE YOU BLACKBERRY SMART?
  • Blackberry Smart Challenge Smart Challenge SPEED > EFFICIENCY > ATTENTION TO DETAIL >
  • Blackberry Smart Challenge Smart Challenge SPEED > EFFICIENCY > ATTENTION TO DETAIL >
  • Blackberry Smart Challenge Smart Challenge To: ERobins@gsi.com Subject: Today Dear Mr. Robins, I am righting to tell you that I will be late to yuor meetng today because I have an urgent doctor appointmnet. Please excuze my absence. My sincerist apologies, Ben Reynolds 0:35 5 errors found
  • ART DIRECTION AMANDA KUBISTA COPYWRITING KARA COHENSTRATEGY + PLANNING EDUARDO HAN PATRICK DLUZNIEWSKI