IMC Advertisement Analysis
Group A 2
?
?
Positioned as business tool
Repositioned as brand for that 4 campaigns has
been undertaken
• We are the blackberry boys (2010 to 2012) • Love what you do(2011) • Welcome to the BB family (2011) • Action starts here (2012-2013)
?
?
1st TVC to promote Blackberry
Collaboration with Vodafone
?
? ? ?
Launched in July 2010
Security Issues Transition in market Corporate to youth
?
? ? ? ? ?
Second version
Dominance of youth Expressional message Highlights on BBM Repetition in the ad Aim to get most of the BB at affordable prices
? ? ? ?
Type of advertising: Affective advertising ( Resonance)
Slice of life 360 degree campaign Objective: To capture the passion, drive & sprit of the people who build & who use
?
Brand Message beginning of BB championing the “sprit of doers”
?
?
Preemptive message
Executional frame work
?
?
USP
Resonance
?
?
Take action and to be successful
Blackberry is for those who want just more than a
smart phone
?
Its for people of action who put more into life to get more out off it
?
Red icon or the “Splat”
PROS
?
CONS
?
All age groups are been covered
The product is not highlighted properly
? ?
It completely suits its tagline Covers many fields like sports, arts, dance, singing
? ?
Lack of Indian touch “Going Green” and “Eating Cake” seems far away from the product and its benefits
?
The red Splat is shown many
times
?
?
To make people talk about what they do
Depicts fast paced society
?
? ? ?
People don’t want to be left behind
Blackberry is an action enabler To show that BB users are the opportunity seekers To liven up the dying brand
?
?
Ranbir Kapoor as brand ambassador to attract youth
Introducing cheaper data plans to retain market share : 1 gb plan from 299 to 129 (partnering with 3 co’s vodafone, idea, aircel)
?
Phones on EMI. Curve available for 799 per month
?
?
Remodeling to print ad’s instead of tvc
BBM available on android and apple platform
?
? ? ? ? ?
Snehal Ahire
Gaurav Bhutra Chirag Chheda Sharvari Dighe Ria Gokharu Anuja Ingole
C – 122
C – 126 C – 128 C – 132 C – 135 C – 136
doc_955334982.pptx
Group A 2
?
?
Positioned as business tool
Repositioned as brand for that 4 campaigns has
been undertaken
• We are the blackberry boys (2010 to 2012) • Love what you do(2011) • Welcome to the BB family (2011) • Action starts here (2012-2013)
?
?
1st TVC to promote Blackberry
Collaboration with Vodafone
?
? ? ?
Launched in July 2010
Security Issues Transition in market Corporate to youth
?
? ? ? ? ?
Second version
Dominance of youth Expressional message Highlights on BBM Repetition in the ad Aim to get most of the BB at affordable prices
? ? ? ?
Type of advertising: Affective advertising ( Resonance)
Slice of life 360 degree campaign Objective: To capture the passion, drive & sprit of the people who build & who use
?
Brand Message beginning of BB championing the “sprit of doers”
?
?
Preemptive message
Executional frame work
?
?
USP
Resonance
?
?
Take action and to be successful
Blackberry is for those who want just more than a
smart phone
?
Its for people of action who put more into life to get more out off it
?
Red icon or the “Splat”
PROS
?
CONS
?
All age groups are been covered
The product is not highlighted properly
? ?
It completely suits its tagline Covers many fields like sports, arts, dance, singing
? ?
Lack of Indian touch “Going Green” and “Eating Cake” seems far away from the product and its benefits
?
The red Splat is shown many
times
?
?
To make people talk about what they do
Depicts fast paced society
?
? ? ?
People don’t want to be left behind
Blackberry is an action enabler To show that BB users are the opportunity seekers To liven up the dying brand
?
?
Ranbir Kapoor as brand ambassador to attract youth
Introducing cheaper data plans to retain market share : 1 gb plan from 299 to 129 (partnering with 3 co’s vodafone, idea, aircel)
?
Phones on EMI. Curve available for 799 per month
?
?
Remodeling to print ad’s instead of tvc
BBM available on android and apple platform
?
? ? ? ? ?
Snehal Ahire
Gaurav Bhutra Chirag Chheda Sharvari Dighe Ria Gokharu Anuja Ingole
C – 122
C – 126 C – 128 C – 132 C – 135 C – 136
doc_955334982.pptx