After much speculation, BlackBerry owner Research In Motion has confirmed that it is behind the ‘Wake up’ campaign, which has seen protest-style experiential activity hit Melbourne and Sydney over the past week.
'Wake up' protesters outside The Apple Store last week
The advertiser issued the following statement:
We can confirm that the Australian ‘Wake Up’ campaign, which involves a series of experiential activities taking place across Sydney and Melbourne, was created by RIM Australia. A reveal will take place on May 7th that will aim to provoke conversation on what ‘being in business’ means to Australians.
Yesterday, Samsung denied that it was behind the campaign, after media – including Mumbrella – predicted that the Korean electronics giant was responsible.
Wake up campaign at Bondi Ice Bergs
The ‘Wake up’ campaign is a local adaptation of BlackBerry’s ‘Be bold’ positioning in the US, which is designed to position the brand more as a consumer product and take on the likes of iPhone and Samsung Galaxy.
The campaign is being driven by ex-Vodafone and Xbox marketer Matthew Ball, who is ten months into his role as marketing director, Research In Motion, Australia and New Zealand.
He told Mumbrella: “We wanted to challenge the perception that BlackBerry is a device purely for business people. We want Australians to wake up to the idea that the line between the business and consumer worlds is blurring, and drive purchase intent for BlackBerry.”
Tongue took the strategic lead for ‘Wake up’, Starcom handled media, while Amnesia Razorfish did digital. Frank PR handled consumer PR while Spectrum Communications handled trade public relations.