RIM's 'Wake Up' campaign expands, tells users to 'Be Bold'

Posted:
in iPhone edited January 2014
The culmination of Research in Motion's "Wake Up" advertising campaign, which kicked off with a mock protest outside an Apple Store in Sydney, Australia, is a new website that tells users to "Be Bold" and use BlackBerry for business.

The "Wake Up" campaign now features the website wakeupbebold.com, where a sort of manifesto for BlackBerry smartphones in the business world is read aloud by an Australian man. The reveal comes just a week after RIM admitted it was behind the campaign.

"For those of us with our eyes wide open, we need to realize there's only one device that means business," the narrator reads. "The brand that's been in business from the very beginning."

It concludes: "Wake Up. Be Bold. BlackBerry."

The "Wake Up" campaign was kicked off with a publicity stunt earlier this month, in which a mob of mock protestors spilled out of a large black bus to hold up signs and chant outside of an Apple retail store in Sydney. Initial reports suggested that Samsung could have been behind the stunt, but the company quickly denied involvement with the campaign.

RIM's campaign coincides with the release of BlackBerry 10 to developers last week. Devices running RIM's next-generation mobile operating system are expected to hit the market later this year.

BlackBerry


Until then, developers have been supplied with a prototype device to test BlackBerry 10 that analyst Mark Sue with RBC Capital Markets said looks like a shrunken PlayBook, RIM's touchscreen tablet, which has struggled to compete with Apple's iPad. The hardware, which is not intended to represent a final product, includes a 4.2-inch touchscreen at a resolution of 1,280 by 768 pixels, and it lacks a physical QWERTY keyboard.

RIM is hoping that BlackBerry 10 will help the company reverse its current course, as its smartphone sales have slipped while Apple and devices running Google Android have seized control of the market. Last month it was revealed that RIM is in talks with a financial adviser to assist the company in weighing strategic options, including the potential licensing of its software, or taking on an outside investment in the company.
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Comments

  • Reply 1 of 44
    jragostajragosta Posts: 10,473member
    Go back to sleep. This is one of the lamest ad campaigns I've ever seen - especially for a company that really needs something revolutionary if they want any chance of survival.
  • Reply 2 of 44
    tallest skiltallest skil Posts: 43,399member


    Poor guys. Well, they had their shot at competency.


     


    At least their site isn't in Flash, but it's pretty weird the way they did it.


     


    Screen Shot 2012-05-07 at 3.49.53 PM.png

  • Reply 3 of 44
    cpsrocpsro Posts: 2,428member


    Presumably "Be Bold" does not refer to the dated Blackberry Bold device, but means customers should migrate away from a physical keyboard to the iPhone touch screen available now.

  • Reply 4 of 44
    gazoobeegazoobee Posts: 3,754member


    So embarrassing ... 

  • Reply 5 of 44
    tangenttangent Posts: 1member


    Well if they do it in Flash, iOS users would not see anything.


     


    But sounds like "Wake Up" campaign is for RIM itself, biting the dust Apple and Android leaving behind.

  • Reply 6 of 44
    sflocalsflocal Posts: 4,386member


    "Be Bold"... right.  Let's see what the passengers of the Titanic would have thought had the captain said that on the loudspeakers. :)

  • Reply 7 of 44
    tallest skiltallest skil Posts: 43,399member

    Quote:

    Originally Posted by sflocal View Post


    "Be Bold"... right.  Let's see what the passengers of the Titanic would have thought had the captain said that on the loudspeakers. :)



     


    Surprisingly (by today's standards), they'd be respectful and calm. 'Women and children first' worked back then. There was great civility until they felt that the deck was listing just a touch too much to remain so.

  • Reply 8 of 44
    charlitunacharlituna Posts: 7,198member
    Pathetic that they did something that lame

    Even moreso that the speaker and the highlighted text aren't in sync.

    The message wasn't that bad but perhaps over some video or at least photos. Say 'inspired by' Apple and their iPhone/iPad ads
  • Reply 9 of 44
    tylerk36tylerk36 Posts: 1,037member


    I am bold so shut the F%$# UP!!!!!!!!!!


     


    I own an iPhone and 4 Macs.  Thats bold enough.

  • Reply 10 of 44
    goodgriefgoodgrief Posts: 137member


    double-facepalm-picard-riker-2.jpg

  • Reply 11 of 44
    sflocalsflocal Posts: 4,386member

    Quote:

    Originally Posted by Tallest Skil View Post


     


    Surprisingly (by today's standards), they'd be respectful and calm. 'Women and children first' worked back then. There was great civility until they felt that the deck was listing just a touch too much to remain so.





    Worked great for Schettino.. :)

  • Reply 12 of 44
    tallest skiltallest skil Posts: 43,399member

    Quote:

    Originally Posted by GoodGrief View Post

    *Double Facepalm*




    Ah, but they only have one CEO now, right? 

  • Reply 13 of 44
    msimpsonmsimpson Posts: 452member


    Wake up


     


    Be bold


     


    Smell the roses


     


    Take a chill pill


     


    Pull the wedgie out of your crack


     


    Get in line at the unemployment agency


     


    Signed, RIM Management 

  • Reply 14 of 44
    brian wardbrian ward Posts: 47member


    Holy hell, that's an annoying rant.  WTH are they thinking?


     


    That's even worse than the Samsung Galaxy S3 commercial that showed all sorts of emotional moments without showing how they had the least bit of relevance to the SGS3, expect that it turns off when you fall asleep.  Who the hell makes these ads?

  • Reply 15 of 44
    quadra 610quadra 610 Posts: 6,741member

    Quote:

    Originally Posted by AppleInsider View Post





    "For those of us with our eyes wide open, we need to realize there's only one device that means business," the narrator reads. 


     


    Yeah. The device that is utterly destroying your business. 

  • Reply 16 of 44
    rbryanhrbryanh Posts: 263member


    Advertising is the vilest of crap.


     


    The only thing dumber than doing something stupid because everyone else has done so is refusing to do something intelligent because everyone else has done so.

  • Reply 17 of 44
    hill60hill60 Posts: 6,989member


    The deal RIM did with Gameloft to port games to their "new" OS shows just how much Blackberry means business.


     


    RIM are like a confused Alzheimer's patient wandering around with no idea what they are doing from one minute to the next.

  • Reply 18 of 44
    mrstepmrstep Posts: 446member


    Unfortunately for them, their customers started to Wake Up and leave years ago.

  • Reply 19 of 44
    rothgarrrothgarr Posts: 58member


    More like "Be Old" mirite?


     


    image

  • Reply 20 of 44


    If I were an employee of RIM I would be looking for another job immediately.  All waiting is going to do is lower your chances of making a successful transition to another company.

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