Blackberrys formal wear has launched an online contest whose winner will get an opportunity to co-host â€˜Blackberryâ€™s Young Gunsâ€™ show along with Ashutosh Sinha on NDTV Profit. To enter the contest, one needs to ‘like’ the Blackberrys Mens Fashion page on Facebook and upload a 1-minute video on its wall and write why he or she should be co-hosting the show. The contest was conceptualised by McCann Worldgroupâ€™s digital arm MRM Worldwide, in association with IIM Kozhikode for its upcoming fest.
|â€œSince our brand targets the youth, we wanted to leave no stone un-turned in doing an out-of-category communication. We know that our target audiences are management students of the top 20-25 management institutes; hence we wanted to try something different. Young students are energetic and go-getters and hence we chalked out this contest,â€ said Aparajita Biala, senior brand manager, Blackberrys.|
|â€œThe critical thing here was to come up with an engaging enough idea that would galvanize the target audience to react in a certain manner and get them to actively participate. The strategy and creative idea that emerged from it, thus, was to leverage the event at IIM and build in a hook that would tap an innate desire of everyone to be famous â€“ to get their â€˜15 minutes of fameâ€™,â€ elaborated Rahul Mathur, national creative director, MRM Worldwide (India).|
â€œWe purposely did not experiment with innovations for two reasons: one, the Blackberrysâ€™ brand positioning of smooth, sharp, sure envisages communication that is engaging without being overly layered; also keeping the engagement device simple would facilitate a greater ease of participation without compromising on the engagement factor,â€ added Rahul Mathur. According to Mathur, some management-specific portals like Pagalguy.com were roped-in for creating awareness about the contest.
Launched around a week ago, the campaign has already been â€˜likedâ€™ by more than 3,600 Facebook members. â€œWe are not aiming at increasing sales through this campaign, but we want our target audience to relate to the brand. I assure you that the engagement levels are high amongst the brand and the youth. We are only aiming at building our brandâ€™s image through this imitative,â€ explained Aparajita Biala of Blackberrys.