The document outlines a marketing strategy to help return Blackberry to market share growth by targeting Baby Boomers still using feature phones. It proposes an advertising campaign connecting Blackberry's values of hard work to those of Baby Boomers. The campaign would express the shared value of hard work through ads saying "Be Blackberry smart" and highlighting Blackberry's focus on speed, efficiency, attention to detail, security, and reliability.

1. AMANDA KUBISTA | KARA COHEN | EDUARDO HAN | PATRICK DLUZNIEWSKI

2. / Business Objective
Return Blackberry to a positive market share growth trajectory.

3. / Problem
Blackberry targets millennials,
however millennials think Blackberry is irrelevant.

4. / Advertising Objective
Convert Baby Boomers using feature
phones into Blackberry users.

5. Smartphone Penetration by Age Group
39%
30%
35%
Quarter 3 Quarter 4 Quarter 1 Quarter 2 Quarter 3
2010 2010 2011 2011 2011
Ages 13–17 Ages 45–54
Ages 18–24 Ages 55–64
Ages 25–34 Ages 65+
Ages 35–44 Source:

6. BB 26%
78
MILLION
PEOPLE

7. BB 26%
78
BILLION
PEOPLE
$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$
50%
$$$$$$$$$$$$$$$$$$$$$$$$$$$$
BB
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
US
$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$ DISCRETIONARY
SPENDING
$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$

8. BB 26%
78
BILLION
PEOPLE
$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$
50%
BB
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
US
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$$$$$$ DISCRETIONARY
SPENDING
$$$$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$$$$$$$
$$$$$$$$$$$$$
EXPECT TO
70
WORK PAST

9. Baby Boomers are
Driven Independent Competitive Productive Successful

10. / Insight
Baby Boomers value hard work.

11. / Strategy
Connect Baby Boomers using feature phones to
Blackberry by expressing the shared value of hard work.

12. Baby Boomers Blackberry
Driven HARD Speed
Competitive
Independent
WORK Efficiency
Attention to detail
Productive Security
Successful Reliability

13. / Idea
Be Blackberry smart.

14. Pledge
WE BELIEVE
THAT SLOW AND STEADY
DOESN'T
WIN THE RACE.
FAST STEADY DOES.
AND
WE DON'T THINK IT'S ABOUT THE JOURNEY.
WE THINK IT'S ABOUT
THE JOURNEY THE DESTINATION.
AND
IT'S NOT ABOUT THE
BIG PICTURE.
IT'S ABOUT THE DETAILS THAT MAKE THE PICTURE.
DETAILS MATTER.
SOME SAY, WITH NO RISK
IS NO REWARD.
WE SAY, WEAR A SAFETY HARNESS WHEN
YOU TAKE THAT RISK.
SOME SAY PLAY HARD TO GET,
RELIABILITY IS BORING.
WE SAY
RELIABILITY SECURITY AND INTEGRITY
,
ARE PARAMOUNT.

15. Teaser

16. Teaser

17. Reveal
WE BELIEVE
THAT SLOW AND STEADY
DOESN'T
WIN THE RACE.
FAST STEADY DOES.
AND
WE DON'T THINK IT'S ABOUT THE JOURNEY.
WE THINK IT'S ABOUT
THE JOURNEY THE DESTINATION.
AND
IT'S NOT ABOUT THE
BIG PICTURE.
IT'S ABOUT THE DETAILS THAT MAKE THE PICTURE.
DETAILS MATTER.
SOME SAY, WITH NO RISK
IS NO REWARD.
WE SAY, WEAR A SAFETY HARNESS WHEN
YOU TAKE THAT RISK.
SOME SAY PLAY HARD TO GET,
RELIABILITY IS BORING.
WE SAY
RELIABILITY SECURITY AND INTEGRITY
,
ARE PARAMOUNT.
Introducing
Blackberry smart.

18. Pledge

19. Reveal

20. Print
SOME SAY THAT
SLOW
AND STEADY
WINS THE RACE.
WE SAY,
Speed
Efficiency
FAST
Attention to detail
Security
Reliability
AND
STEADY
WINS THE RACE.
Blackberry smart.

21. Print
SOME SAY
IT'S THE JOURNEY,
Speed
NOT THE
Efficiency DESTINATION.
Attention to detail
Security WE SAY,
Reliability
BRING ON
THE
DESTINATION.
Blackberry smart.

22. Print
SOME SAY
Speed
IT'S ABOUT
BIG PICTURE
THE
Efficiency
Attention to detail
Security
Reliability
WE SAY,
DETIALS MATTER.
Blackberry smart.

23. Print
SOME SAY TO
Speed
LIVE
ON THE EDGE.
WE SAY,
Efficiency
Attention to detail
Security
Reliability WEAR
A HARNESS.
Blackberry smart.

24. Print
SOME SAY PLAY
HARD TO GET,
Speed
Efficiency
WE SAY
Attention to detail PLAY HARD
LOSE.
TO
Security
Reliability
Blackberry smart.

25. Blackberry Smart Cards
BE
BLACKBERRY
SMART
BE
BLACKBERRY
SMART
BE
BLACKBERRY
SMART
WITH MICROSOFT WITH MOZILLA WITH MICROSOFT
EXCEL FIREFOX OUTLOOK

26. Blackberry Smart Cards
F2 Edit the selected cell.
F5 Go to a specific cell. For example, C6.
F7 Spell check selected text or document.
F11 Create chart.
BE
Ctrl + Shift + ; Enter the current time.
Ctrl + ; Enter the current date.
Alt + Shift + F1 Insert New Worksheet.
Shift + F3 Open the Excel formula window.
Shift + F5 Bring up search box.
Ctrl + A Select all contents of the worksheet.
Ctrl + B Bold highlighted selection.
BLACKBERRY Ctrl + I Italic highlighted selection.
SMART Ctrl + K Insert link.
Ctrl + U Underline highlighted selection.
WITH MICROSOFT Ctrl + 5 Strikethrough highlighted selection.
EXCEL Ctrl
Ctrl
Ctrl
+
+
+
P
F9
F10
Bring up the print dialog box to begin printing.
Minimize current window.
Maximize currently selected window.
Ctrl + F6 Switch between open workbooks or windows.
Ctrl + Move between Excel work sheets in the same Excel document.
Ctrl + Move between Excel work sheets in the same Excel document.
Powered by

27. Blackberry Smart Cards
Alt + Go back a page.
Backspace Back a page.
Atl + Forward a page.
F5 Refresh current page, frame, or tab.
BE
F11 Display current website in full screen.
Esc Stop page or download from loading.
Ctrl + + Increase font size. (-) will decrease font size.
Ctrl + Enter Quickly complete an address.
Shift + Enter Complete a .net instead of a .com address.
Ctrl + Shift + Enter Complete a .org address.
Ctrl + Shift + Delete Open the Clear Data window to clear private data.
BLACKBERRY Ctrl + D Add a bookmark for the page currently opened.
SMART
WITH MOZILLA
Ctrl
Ctrl
Ctrl
+
+
+
J
N
I Display available bookmarks.
Display the download window.
Open New browser window.
FIREFOX Ctrl
Ctrl
+
+
P
T
Print current page or frame.
Ctrl + T Opens a new tab.
Ctrl + W Closes the currently selected tab.
Ctrl + Shift + T Undo the close of a window.
Ctrl + Tab Moves through each of the open tabs.
Spacebar Moves down a page at a time.
Powered by

28. Blackberry Smart Cards
Alt + S Send the email.
Ctrl + Enter Send the email you’re composing.
Ctrl + C Copy selected text.
Ctrl + X Cut selected text.
BE
Ctrl + P Print selected text.
Ctrl + K Complete name/email being typed in the email address bar.
Ctrl + B Bold highlighted selection
Ctrl + I Italic highlighted selection
Ctrl + M Send and receive all
Ctrl + U Underline highlighted selection
Ctrl + R Reply to an email.
BLACKBERRY Ctrl + F Forward an email.
SMART
Ctrl + N Create a new email.
Ctrl + Y Go to folder.
WITH MICROSOFT Ctrl + Enter + A Create a new appointment to your calendar.
OUTLOOK Ctrl
Ctrl
+
+
Enter
Enter
+
+
O
I
Open the Outbox.
Open the Inbox.
Ctrl + Enter + K Add a new task.
Ctrl + Enter + C Create a new contact.
Ctrl + Enter + J Create a new journal entry.
Ctrl + Enter + V Move folder.
Powered by

29. Blackberry Smart Challenge

30. Blackberry Smart Challenge
Smart Challenge
ARE YOU
BLACKBERRY
SMART?

31. Blackberry Smart Challenge
Smart Challenge
SPEED >
EFFICIENCY >
ATTENTION TO DETAIL >

32. Blackberry Smart Challenge
Smart Challenge
SPEED >
EFFICIENCY >
ATTENTION TO DETAIL >

33. Blackberry Smart Challenge
Smart Challenge
To: ERobins@gsi.com
Subject: Today
Dear Mr. Robins,
I am righting to tell you that I will
be late to yuor meetng today
because I have an urgent doctor
appointmnet. Please excuze my
absence.
My sincerist apologies,
Ben Reynolds
0:35 5 errors found

34. ART DIRECTION
AMANDA KUBISTA
COPYWRITING
KARA COHEN
STRATEGY + PLANNING
EDUARDO HAN
PATRICK DLUZNIEWSKI