THE LAUNCH OF BLACKBERRY 10 by Good Relations for Blackberry

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THE LAUNCH OF BLACKBERRY 10

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Industry Mobile phones, devices & accessories
Media Promo & PR, Case study
Market United Kingdom
Agency Good Relations
Released March 2013

Credits & Description

Advertiser: BLACKBERRY
Agency: GOOD RELATIONS
Category: Services
Account Executive: Charlene Kelly (Good Relations Group)
Account Manager: Lucy Dee (Good Relations Group)
Account Director: Ruth Nye (Good Relations Group)
Account Director: Rachael Head (Good Relations Group)
Account Executive: Madeleine Scarelett Smith (Good Relations Group)
Senior Consultant: Simon Jones (Good Relations Group)
Senior Account Executive: Stephanie Kelly (Good Relations Group)
Senior Account Manager: Elli Karagiorgas (Good Relations Group)
Senior Account Executive: Harriett Jack (Good Relations Group)

Client Brief Or Objective
The mobile market place is incredibly fast moving and furiously competitive, a combination which garners huge amounts of media attention. A key part of our PR strategy was to position the BlackBerry 10 launch as a defining moment for the industry. Against a plethora of large scale launches for new products from competitors it was essential that this launch stood out as a significant milestone and the start of a new era of mobile computing (not merely another product reveal). This story was built over a number of phases to a diverse media landscape cutting across consumer and enterprise audiences.

Campaign Description
The brief was to successfully launch BlackBerry’s new mobile computing platform BlackBerry 10. It included three distinct phases over 18 months:(1) Teaser activity to create intrigue and a sense of expectation in the build-up to launch. This included product teaser reveals, insights into the development of a new platform including the industry leading developer relations work across sell out global tour BlackBerry Jam, carrier support and setting the business context in preparation for launch. (2) The launch itself was a defining moment for BlackBerry as a company as it unveiled its greatest innovation since the company was founded and revealed itself as a redesigned, reengineered and reinvented company with a new sense of purpose and vision for the market. The PR plan for the launch day was designed to capitalise on key coverage opportunities and drive the news agenda from morning to night. Results included 150 media attendees at the Old Billingsgate event, hundreds of minutes of broadcast footage and over 600 articles (including every national newspaper with a number of front pages). The cumulative reach was over 970 million for the full week of launch, 93% positive with key messages about the business transformation coming through as well as more product focused messages. (3) Post launch momentum storytelling to showcase developments on BlackBerry 10 platform in terms of functionality, app and ecosystem support and sales, with the initial UK sales being three times that of BlackBerry’s most popular smartphone.

Effectiveness
Media attendees at launch:150 UK tier one publications represented at launchImpressions:Launch week: 672 tier 1 pieces of coverage to over 970,000,000 peopleFirst month: (including launch week): 864 piece of tier 1 coverage to over 1 billion people 58% penetration of new BlackBerry messaging and 84% penetration of key product features in launch week coverage Reviews: Launch week: 55 reviews (96% positive or neutral)First month: 98 reviews (96% positive or neutral)

Execution
(1) Teaser activity to create intrigue and give and sense of expectation in the build-up to launch. This included product teaser reveals and insights into the development of a new platform including the industry leading developer relations work across sell out global tour BlackBerry Jam. Seeding of celebrities and technology elite helped unlock a sense of expectation ahead of launch. (2) All eyes were on BlackBerry for the global launch - which involved synced events unfolding in New York, Toronto, London, Dubai, Johannesburg, and Paris with CEO Thorsten Heins and newly appointed Global Creative Director Alicia Keys taking to the stage. Here in London we hosted over 150 media from across EMEA at Old Billingsgate Market for the grand unveil as well as bespoke media group and individual briefings.(3) Post launch momentum storytelling to showcase developments on BlackBerry 10 platform in terms of functionality, app and ecosystem support and sales including enterprise case studies and impressive app milestones.

Strategy
The PR strategy was fundamentally about generating excitement about the BlackBerry 10 platform as the manifestation of a newly redesigned, reengineered and reinvented company. This involved creating intrigue around the new platform in development, education on its core capabilities as well as inspiring advocacy through a sophisticated seeding programme with celebrities and technology elite. In order to articulate the reinvented vision a series of in-depth media interviews were completed with those responsible for defining and delivering this vision. In total there were 57 context setting pre-briefings ahead of launch including interviews with the recently appointed CEO Thorsten Heins and CMO Frank Boulben with influential news outletsThe roadmap to launch was punctuated by tactical product reveals, round table events and conferences to highlight the differentiating qualities of BlackBerry 10 and ensure a constant stream of news to build up to the global launch.

Relevancy
As the originator of the smartphone BlackBerry changed the way in which people worked and communicated with their very first BlackBerry devices. In recent years high profile competitors had invested heavily to catch up. The ambition for BlackBerry 10 is to bring about a second paradigm shift and start of new era of mobile computing which enables people to have computer processing power comparable to a PC on the go with their BlackBerry 10 devices. We needed a PR campaign that would articulate this vision so that consumers and Chief Information Officers alike could understand the significance of the launch.