Raisa Ver

Blackberry (formerly RIM) was looking to revitalize the brand through new BlackBerry 10 (BlackBerry London). The innovation was designed to compete head on with the current market competition.

 

While the older models of the BlackBerry have been tagged as the business phone, our team aimed sights on a new target, while still retaining the core, older target market. This will enable the brand to keep their current customers' loyalty, while expanding the brand to a new generation.

 

The media plan recommended placements focusing on the primary target with switching/conversion as the main message of campaign materials. Recommended schedule was seasonal, maximizing the periods when consumers are saving up and are in the planning stage to buy new gadgets. Select target DMAs were identified for national and spot buys and sales promotions. We calculated a media plan that captured significant SOV in selected media, developed a 12-month flow chart, and allocated budgets to cater to our target market and optimize media spending efficiency.

 

Several databases were used to create recommendations, media plans and buy: Simmons, MRI+, Mintel, SRDS, Kantar, comScore and Media Flight Plan.

 

Download the media plan here.