The strategy for BlackBerry’s teaser “Wake Up” campaign has been labelled 15 years out of date by the boss of a rival agency.
Speaking on this week’s Mumbrellacast, Mike Wilson, chairman of Naked Communications, praised the execution of the campaign but said the strategy was “pre-digital age”.
The Wake Up teaser campaign has seen a series of stunts with campaigners holding up placards outside the Apple Store, in the background crowd on Seven’s Sunrise and elsewhere. Paid media activity has focused on a website countdown.
The strategy is being led by Sydney based agency Tongue. Among Tongue’s management are former Naked staffers John Du Vernet and Jonathan Pease.
Wilson said on the podcast: “The actual tease activity… was very well executed and generated a lot of conversation. But where it falls down is that I don’t think it was particularly well constructed within a communication strategy framework. The notion you would go out with a load of messages get people talking and then not reveal for several weeks later to me is something you would have done in the pre-digital age.
“It’s the sort of thing you would have put together 10 or 15 years ago. I can see the block plan in the client presentation… the world doesn’t work like that any more.”
Although the countdown site is continuing, Blackberry conceded at the start of the week that it was behind the campaign after speculation linking it to other brands including Samsung and NAB. Meanwhile, Sydney hostel Wake Up has seen a fourfold increase in web traffic.
Wilson said: “Particularly if you’re working in the technology category you have to expect people are going to want to talk about it, push the message instantly. The notiuon you come out as a business and talk about your teaser before the reveal seems to me a bit incongruous.
Wilson’s comments on the campaign:
For this week’s Mumbrellacast click here