2014 Winners & Shortlists

Results and Effectiveness

BlackBerry was able to target 1 Million Passengers fortnight i.e. 2 weeks (last week of April and 1st week of May) and added up to total around 2 million impressions who would have shared the experience. The execution has had strong likeability score, thus helping increased engagement for the Brand execution - GFK - Brand and Communications Tracker: End User – UAE Report Overall the BlackBerry 10 handset launches helped the brand to recover from a declining awareness trend, and increased awareness behind the BlackBerry 10 handsets (up by+15 points)–GFK-Brand and Communications Tracker: End User - UAE Report.

Creative Execution

The Idea was to surprise everyone that the new BlackBerry Z10 has arrived in town right on time. Imagine waiting for your bags to turn up at the baggage claims but instead of luggage you see a Blackberry Z10 box coming out of the conveyor belt with a message ‘Its Arrived’. Unsuspecting passengers kept wondering where their bags had gone. But when they saw caught a glimpse of the Z10, the confusion turned into smiles The execution was repeated multiple times across the launch week of the BlackBerry 10 handsets.

Insights, Strategy and the Idea

BlackBerry needed to announce the arrival of the new Blackberry 10 smartphone. It was challenging to bring the game around and land a sweeping win when BlackBerry was mending the negative PR in the market, giving a clear message to everyone that BlackBerry promises and delivers. When you think of arrivals, the first place you think of is the airport. BlackBerry and Abu Dhabi International Airport tied up to bring life into the campaign focusing on timely arrival of BlackBerry 10.