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- 1. DDeessccrriibbee tthhee bbuussiinneessss cchhaalllleennggee:: BlackBerry was the leading Smartphone in India till Apple (iPhone) & Nokia (N series) started aggressively marketing to this segment of consumers & this led to the slowing down of the growth for BlackBerry. DDeessccrriibbee tthhee ccoonnssuummeerr cchhaalllleennggee:: Consumers were increasingly looking for a phone which fulfilled both their business & personal needs. They were getting enticed by the new iPhone & Nokia Smartphone’s in the market since they appeared to have more personal features and applications (games, music) compared to BlackBerry. Keeping this in mind & in order to give a new lease of life to the brand BlackBerry launched its ‘Love What You Do’ brand campaign for the first time in India. And thus the challenge was to bring ‘alive’ this thought in day to day life incidents. IInnssiigghhtt ((BBuussiinneessss CCoonntteexxtt)):: People appreciate technology when it facilitates in doing things they are passionate about. SSttrraatteeggyy((BBuussiinneessss OOppppoorrttuunniittyy)):: Use features of BlackBerry phone to demonstrate how one can use this smartphone to engage in his or her passion. AAccttiivvaattiioonn((IInnnnoovvaattiioonn)):: -We tied up with UTV - World Movies, a leading Television channel which showcases the best of World Cinema. World Movies also has the same core target audience as BlackBerry (MF 20-35 SEC A). -We co-created an activity wherein which we asked the BlackBerry owners amongst the World Movies viewers to rate the movies they are watching. The viewer had to send their name & movie ratings (5 point scale ratings ***** - Excellent, * - Bad) through their BB messenger by pinging the World movies BB messenger (specially created for this activation). -The biggest gratification for the viewer was that their name along with their movie rating(which they gave) would appear on the screen while the movie is still playing on the channel. -The BB UTV Movies messenger also provides easy access to a plethora of content on world cinema by 'just a ping'. We also used BlackBerry Messenger as a platform to discuss with fans their interest in world cinema, provide them with relevant information suiting specific tastes, share exclusive photos, videos, wallpapers, movie sc hedules, synopsis and trivia. Users were be able to participate in various games and contests and win several goodies. CCaappttiivvaattiioonn((CClliieenntt DDeelliigghhtt)):: World Movies received 20,000 such movie ratings from its viewer in a period of 8 weeks. Through this contest, we successfully highlighted the fact that BB has unique features (BB messenger) which helps you in engaging in one’s passions (movies in this case). This also established a competitive advantage for BlackBerry in the mind of viewers of World Movies who didn’t own a BB since their phone had no functionality like BB messenger. This proved to be one of their most successful brand association & the channel has decided to have a continuous engagement with their viewer through this BB messenger. It is a rare case in which a brand initiative/activation proved to be so successful that the media owner extended it into a longer term platform for engagement with the consumers of that brand. Submitting Agency: Starcom Worldwide (India) Client/Brand: BlackBerry Campaign Title: Show Your Passion for Movies! Client Description: Mobile Phone Date Beginning-Date End: 13th Apr - Ongoing Contact Vehicles: TV CATEGORY: Creativity/Innovation & Digital Agency Credit Girish Upadhyay -+919820438321- gupadhyay@starcomindia.net Saurabh Tyagi , Dinesh Nair,Kalpesh Thakkar ,Pranshu Sharma,Sujata Dwiedy