Vodafone was quick to notice this change. Blackberry had become a style statement and was a conversation starter
Remember Blackberry! Once upon a time, not long ago, Blackberry was launched as a smartphone for business people. It could perform many functions and surf the internet easily. This push-button phone soon attracted the youth.
Vodafone was quick to notice this change. Blackberry had become a style statement and was a conversation starter (who could forget the Blackberry messenger). They quickly launched prepaid packages which were reasonable and tailor-made to the smaller wallets of the youth. Before this, it was only a postpaid service.
The brief to Ogilvy was to launch the prepaid packages with a daily recharge option and make Blackberry services more accessible to allow the services to be more mainstream and be adopted by a larger audience.
Ogilvy nailed the brief with the Blackberry Boys campaign. It showed that it’s cool to be a Blackberry user and everyone is proud of it, while subtly stating that the prepaid plan was available. It seemed to say “business guys, Blackberry is not just yours, it is ours too”.
Rajesh Mani and Mehul Patil created this campaign under the guidance of Rajiv Rao with Prakash Varma shooting this film. Clinton Cerejo gave the hummable music.
This ad campaign was all over social media and was extremely popular.