Campaign: Action Starts Here
Brand: BlackBerry
Company : Research In Motion
Agency: BBDO
The Campaign
This television commercial is essentially a montage of people from different walks of life each doing their own thing, singing a catchy song about action. So we see a young woman in a greenhouse singing to her plant, ?Our action is to turn the world green?, then a woman jogging and singing, ?My action is to look a little more lean?, joined by a young male who sings, ?My action is to get into my old jeans?. A young man in an art class, three cyclists riding along a picturesque beach to catch the sunset, a little girl lingering at a cake shop, a young business woman sitting at a cafe, and so on, each proclaiming their wish which they are realising into action. The film ends with a rock concert where the lead vocalist screams passionately, ?My action is?!? and points the microphone towards the crowd. The crowd begins chanting the anthem in unison, holding up signs on which BlackBerry?s red splat can be seen. The music continues as the voice-over says, ?Whatever your action, it starts here. BlackBerry – Action starts here?.
Our Take
BlackBerry recently launched its new brand campaign around the concept of ?Action Starts Here? in the Asia Pacific region, and now the ad has been launched in India. The concept is based on the understanding that BlackBerry is an enabler of action. The campaign showcases the strengths of BlackBerry as a brand that helps individuals get things done. The new red splat that resides in every BlackBerry phone is now the symbol of action. The new campaign promotes the red splat which is used as a rallying symbol for those who seek to act and find opportunities in any situation.
Airtel has an anthem and now BlackBerry too has one. But there the similarities end. This campaign is activist oriented, especially if one goes by the outdoor and print ads, which try to rouse people into action. However, the TV spot is more of the feel-good type, with its emphasis on happy times. The mood of the commercial is euphoric and the tune gets the audience to join in. This ad targets the youth, a segment that has quickly adopted the BlackBerry which was initially seen as a cellphone for people in the corporate world. The film has a chirpy feel and a colourful look, and the target audience should be able to relate to it. However, the question is whether the ad is targetted at users of BlackBerry who are already familiar with the red splat, or is trying to convert users of other brands. Also, the word ?action? is a powerful one and has a lot of potential in a brand?s quest to engage with consumers, especially on social media.