Storytelling Strikes Again: Blackberry’s New Ad Campaign
How many of you have seen the new ad campaign for Blackberry (Ask Someone Why They Love Their Blackberry) - either in a business magazine or online - within the last ten minutes? Okay. So, they are doing a pretty extreme media blitz, but I still have good things to say about it. Quite simply - the campaign gives even me, "Miss Not-Living-In-Technology-land," some common ground with the brand by way of storytelling.
Rather than some business-suited woman or man frantically checking email while waiting for a train, for instance, the ad I’ve seen focuses on Kevin Carroll - someone who lives life the way I aspire to. Kevin, the author of Rules of the Red Rubber Ball and Founder of The Katalyst Consultancy, pursues life with passion (and always with a playful perspective), and through his work also helps many others do the same. (Full disclosure: I met Kevin last year at a workshop, and so my brain knew before I saw this ad that I loved his energy, just as my eyes knew I’d seen that face
before…) Here’s part of his quote in the ad:
"I am proof that a red rubber ball can change someone’s life. So many wonderful lessons come from play. In the 21st century, we need to be more flexible, more nimble in our thinking." Kevin’s quote goes on to connect his Blackberry to his belief in maximizing every day.
Now, this may not resonate with you/your life, but you get the picture. (Plus, there are more faces/names/stories in this campaign with which you may well resonate - most of which are not necessarily immediately recognizable names, which is refreshing in itself.)
Anyway -
Other than the early adopters of technology (men and women), many people - especially, perhaps, women who look for the full spectrum of practical and emotional reasons for such a purchase - may wait quite a while for the bugs to be worked out and to see how the gadget is truly useful in the lives of like-minded/living consumers. When they find some common ground with the product and those that already use it - then, they’ll more likely make a purchase There is incredible power in how basic stories can convert linear facts into so much more.
Take this techno-avoider, for example: A Blackberry has never appealed to me, and/or seemed practical for my low-key life, so I’ve just skipped over the brand’s ads in the past. But, the large clean image of Kevin, and the few words of his story made the product seem more like something I might one day want to check out. Hmmm…
These Blackberry-user stories appeal to a wider variety of people, many of whom might not otherwise identify with what could seem like same-old, same-old technology (amazing as it may be). Whether these people actually do buy a Blackberry right away or not, the fact is that these stories (and great videos on the site as well) may inspire them to sit a while longer with the possibility of buying one. Then, they will put the brand in an easy-access brain-file for future reference. Buy now, or remember for the future. Not a bad result of a little storytelling.
Grade: A, for both concept and execution
July 12th, 2007 at 6:19 pm
I actually haven’t seen those ads, but I will be keeping my eyes open. I am a woman, but by no means a computer geek. I have several female friends who have returned smartphones because they couldn’t figure them out. I just bought my first Blackberry (the Curve) and love it. I have even started a new blog about my decicion to buy, the feature and software that I love and hate, etc.. Check it out if you wish http://www.blackberrymusings.blogspot.com
July 13th, 2007 at 1:04 pm
ValleyGrl - I will send my sister to your blog. She is a newly Blackberry-ized careerwoman and is in love, like you. Thanks for your post!
July 19th, 2007 at 12:31 pm
“True Love: Blackberry and Storytelling”
From the “Marketing Profs Daily Fix” blog Blog… “…The ad I’ve seen focuses on Kevin Carroll - someone who lives life the way I aspire to, instead of a business-suited woman or man frantically checking email while waiting for a…