Blackberry case study

The Challenge:

BlackBerry Messenger (BBM) is a branded instant messaging service that has recently grown an underground and cult following amongst BlackBerry users.

Our objective for this campaign was to raise the profile of this exclusive BBM function and turn it into an acquisition tool, making it a strong reason why people choose BlackBerry over its competitors.

The Activation:

Arc produced an integrated campaign that focused on the four key product benefits of BBM; whilst retaining the sense of intrigue and exclusivity that is attached to BBM amongst BlackBerry users. We used the following channels to promote this: outdoor, online, TV and radio sponsorship.