Here is an unofficial BlackBerry user sent to us by independent film company, Hand Hammered Films. They think RIM's recent "Be Bold" commercials did not go far enough, and they made this commercial in response. Here's what they had to say about their 30 second spot:
We made “It’s Not a Toy” in response to what we see as a major miscalculation on the part of RIM: They went after iPhone and Droid users, and lost badly. They not only didn’t succeed in expanding, they actually started losing what had been a loyal base of business users (as you’ve documented so well on your site). Under market pressure, RIM got sucked into positioning BlackBerry as something it’s not—another phone toy.
Rather than trying to have it both ways (i.e. “we’re like all the other smartphones, only better”), we think RIM should aggressively embrace what makes BlackBerry different. They need to restore BlackBerry’s image as a serious, professional tool for people who mean business and get things done. Otherwise, RIM will inevitably lose market share, including their rapidly-fleeing business-user base. And, with less competition for the remaining smartphones, we’ll all end up stuck with fewer choices, less innovation, and poorer quality across the market.
We posted “It’s Not a Toy” just hours after RIM’s big management shake-up and right before their release of the latest BeBold ad series. We think their new ad campaign, “action, not distraction” and “tools, not toys,” is on the right track, but that they haven’t gone far enough. In our opinion, BlackBerry ads need to be stronger, edgier, more in-your-face—BOLDER, more EXCLUSIVE and, yes, more DISCRIMINATING. Tell consumers who are in it for “fun and games” to look elsewhere. People who mean business need real tools, not toys.
Rather than trying to have it both ways (i.e. “we’re like all the other smartphones, only better”), we think RIM should aggressively embrace what makes BlackBerry different. They need to restore BlackBerry’s image as a serious, professional tool for people who mean business and get things done. Otherwise, RIM will inevitably lose market share, including their rapidly-fleeing business-user base. And, with less competition for the remaining smartphones, we’ll all end up stuck with fewer choices, less innovation, and poorer quality across the market.
We posted “It’s Not a Toy” just hours after RIM’s big management shake-up and right before their release of the latest BeBold ad series. We think their new ad campaign, “action, not distraction” and “tools, not toys,” is on the right track, but that they haven’t gone far enough. In our opinion, BlackBerry ads need to be stronger, edgier, more in-your-face—BOLDER, more EXCLUSIVE and, yes, more DISCRIMINATING. Tell consumers who are in it for “fun and games” to look elsewhere. People who mean business need real tools, not toys.
What do you think? Is this commercial more "in your face" than RIM's Be Bold series? Let me know in the comments.