BLACKBERRY 'MOVERS' INFLUENCER CAMPAIGN
We are the music makers,
And we are the dreamers of dreams,
Wandering by lone sea-breakers,
And sitting by desolate streams;
World-losers and world-forsakers,
On whom the pale moon gleams:
Yet we are the movers and shakers
Of the world for ever, it seems.
‘Ode’ by Arthur O'Shaughnessy 1874
The launch of the BlackBerry Z10 in 2013 was the most critical product launch in BlackBerry’s history. Whilst Blackberry had remained credible with business users, the brand had become increasingly irrelevant to the creative community since the launch of Apple’s iPhone and the market growth of Android devices.
BlackBerry was looking for a campaign to re-engage with this influential group. It was clear that we needed a less conventional approach to cut through and use different mechanics to get closer to our consumer user base, so we created BlackBerry Movers. BlackBerry Movers are some of the brightest up and coming influential people who normally go for Apple products but have been invited to become part of a unique influencer community and to use and advocate BlackBerry in their everyday creative lives.
Over a six-month period, Movers stories were told via BlackBerry phones on a BlackBerry social hub and then amplified through Movers existing social channels and networks.
Movers resonated well as a creative platform as it both supported BlackBerry’s ‘Keep Moving’ ATL campaign, but also had a deeper romantic connotation based upon the famous poem Ode’ by Arthur O'Shaughnessy written in 1874. In the poem, which singles out poets and musicians, O'Shaughnessy coined the phrase 'movers and shakers’ meaning those who shake the foundations of conventional thinking by the strength of their imagination and vision.
Role and responsibilities: Strategy, Concept and Creative Direction
GMR Marketing 2013