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Blackberrys goes Digital with the help of MRM Worldwide

by Kriti Malhotra

by Kriti Malhotra

Blackberrys formal wear has launched an online contest whose winner will get an opportunity to co-host ‘Blackberry’s Young Guns’ 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 Worldgroup’s digital arm MRM Worldwide, in association with IIM Kozhikode for its upcoming fest.

“Since 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,” said Aparajita Biala, senior brand manager, Blackberrys.

“The 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 – to get their ‘15 minutes of fame’,” elaborated Rahul Mathur, national creative director, MRM Worldwide (India).

“We purposely did not experiment with innovations for two reasons: one, the Blackberrys’ 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,” 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 ‘liked’ by more than 3,600 Facebook members. “We 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 brand’s image through this imitative,” explained Aparajita Biala of Blackberrys.

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