BlackBerry Wake Up campaign switches to targeting people who ‘mean business’

Wake up countdown

Countdown site: Now complete

BlackBerry’s much talked about teaser campaign today moved into the reveal stage with its heavily promoted countdown website linking to a new URL called Wake Up. Be Bold.

The campaign has been backed by experiential activities in cities including Sydney and Melbourne featuring Wake Up signage and a flash mob of protesters chanting and holding up banners outside the Apple Store.

The site now features a scrolling message and voiceover telling people it’s time to “wake up and mean business”.

The message tells users:

“Wake up.

“It’s time to mean business.

“Now before you go looking for your suit and briefcase, we’re not talking about that kind of business.

“Business is no longer just a suit-wearing, cubicle-sitting, card-carrying kind of pursuit.

“These days being ‘in business’ means you’re the kind of person who takes action and makes things happen.

“You don’t just think different… you do different.

“It’s a simple choice:

“You’re either here to leave your mark and eat opportunity for breakfast


“You’re satisfied to just float through life like a cork in a stream.

“Now, we know some people will choose to float on by and that’s fine.

“Being in business is not for everyone, but unfortunately… there is no middle ground.

“You’re either in business or you’re not.

“For those of us with our eyes wide open, we need to realise there’s only one device for people who mean business… the brand that’s been in business from the very beginning.

“Wake Up. Be Bold.


As Mumbrella has previously reported, the campaign is being driven by ex-Vodafone and Xbox marketer Matthew Ball, who is ten months into his role as ANZ marketing director of BlacvBerry’s parent company Research In Motion.

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.

Last week, Naked chairman Mike Wilson described the strategy behind the campaign as “pre digital age“. Controversially, it emerged that BlackBerry recruited video blogger Nate ‘Blunty’ Burr to cover the Apple Store stunt although he did not disclose this when he uploaded his video, which went viral.


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