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Blackberry Application Development: The Most Successful “Action” Campaign

Brand building is the key to every business and campaigning is its integral part. Since Android was launched and became available for users at really cheap prices, Blackberry has totally lost its market. iPhone became a strong contender with Android and slowly took away Blackberry’s enterprise share. This left RIM with nothing, but an opportunity to revamp its devices and ecosystem compeering with iOS and Android. In an effort to survive, Blackberry apps developers planned and implemented many new techniques. In fact, RIM even wooed developers for Blackberry application development. However, things least worked in its favor.


RIM is smart. RIM’s failure in a few main markets did not mean it was over. The executives at RIM find better ways to deal with market changes. Right from reducing the cost of its devices to launching interactive services and applications for user engagement, RIM applied all best policies to sustain in the ever growing mobile computing souk.
Earlier RIM was synonymous to business and enterprise. It is now synonymous to action. Does that sound familiar? When we talk in terms of brand building, RIM left no stone unturned to promote its services and capability in different forms. The ice that was broken by its BBM application is widely used to promote Blackberry devices for wider demographics. And the wider demographic is represented by its new widespread ad campaign “Action Starts Here”. The red splat symbol indicates Blackberry Action, which means that Blackberry is for people who believe in creating opportunities and believe in action.

India is one of the few markets where Blackberry has established its position. Thanks to various factors such as campaigning and launches and slashed down prices along with back to back product releases in India. Gone are the days when Blackberry boys spoke about the wealthy geeks in the town. The new red splat firmly establishes RIM product’s hold in India.

So how did the campaign begin? The campaign was an initiative taken after six months of strategic and creative development between BBDO and RIM. The “Action starts here” campaign initiative was taken outdoor in a big bang by Starcom, the company that executed the outdoor campaign in 40 cities across the country.

Apart from the contemporary promotional mediums, promotion was also done in the form of billboards, unipoles, public transport, traffic boom barrier, gantries and pole kiosks. The promotion didn’t stop here. An extensive media mapping was set in place. From college canteens to live media café, gyms and top restaurants, every place sported the Action sign.
Taking the campaign to the next level, RIM continues with promotion over 20,000 radio spots. Campaigning may make or break your business; this stands true in case of RIM. Further, according to RIM, Blackberry’s Playbook has a future. The Playbook tablet has been well-received. Its powerful internet, multimedia, user friendliness and best design made it the “Best Affordable tablet” by ET Now. Will a strong campaign for Playbook promote it even further?
About Author
Turtlejet is a Louisville Kentucky basedIT services and solutions provider that excels at designing, conceiving, developing and deploying solutions in the mobile application development segment. It has formed its niche in providing Blackberry application development.

Article Source: http://www.1888articles.com/author-bhatt-himanshu-28663.html
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