We’ve all heard a million Blackberry vs. iPhone and RIM vs. Apple arguments, and seen thousands of related blog posts (scroll down, and I think you’ll find that it’s a topic I’ve already visited), but I can’t resist. Although I love Apple and their products, my blackberry holds a special place in my heart. While watching the Superbowl yesterday, I saw a blackberry advertisement that finally made me proud to be a supporter of RIM. It’s based on two brothers who are DJs and music producers, and they discuss the advantages of using blackberries with their fast-paced trendy careers.
I came across a blog post on ThePursoot that criticizes the advertisement, saying there is “nothing memorable about this commercial,” and that the new brand ambassadors lack charisma.
Not only does this ad appeal to a younger crowd, but at the same time it attracts consumers with ambition. Using a combination of demographic (age 18 – 30 [ready to pursue career]), psychographic (ambitious personality), and behavioural (benefits sought) marketing, Blackberry reaches out to a specific group of consumers. My favourite line in the ad is when they say that the product is a “tool, not a toy.” I have always felt that the main thing drawing me to an iPhone is the ‘fun factor’. Apps, games, quick internet and a great camera are some of the features where Apple is superior to RIM. This advertisement with the Martinez brothers reminded me that a phone (in my world) is a tool for business. The blackberry is a world phone, so it is good for travel. It is great for contacts, calendars and quick simple access to email. You may not be able to play with SIRI asking random obscure questions to see how much knowledge your device has, but I really have better things to do with my time.
If Blackberry is able to pursue this marketing angle, combining both the business and trend value of their product to a younger, creative crowd, they may be able to retain a large portion of their consumers, who are currently considering ‘switching over’.
https://www.youtube.com/watch?feature=player_embedded&v=SX3XaBaKRXs