Or not.
So the hype of the release of the new ads created for the Super Bowls has calmed down. I watched the game in Canada, so was forced to You Tube to experience the real deal. CTV took advantage of the blackout and ran a lot of promos for their own programming.
Then there was the Hyundai Sasquatch ad…. holy crap, I hope I don’t have to see that again.
But I am interested in why one ad takes off and another falls flat. There is magic in a great ad.
Take the Budweiser ad….
It’s magic.
The ad is creative, engaging and hits the target audience. Add the irony of creating a Canadian ad for the Super Bowl by focusing on hockey.
Then take the new Blackberry ad… Be Bold
The magic is missing.
The ad is pedestrian, lacks engagement and I’m not sure who the target audience is. There is irony in the statement: Be Bold.
The Budweiser ad, released at close to the same time, has already had more than 2 million hits. The Blackberry ad, 29,000.
Success happens virtually — when a commercial goes viral. Capturing the attention of your audience is your ultimate goal, affirming their loyalty.
Interesting perspective and I totally agree. If you were in charge of a BlackBerry comeback marketing campaign, what would you do?
Chuckle…. what would I do to revive the Blackberry marketing? I’d start by digging into who they are — professionals, intelligent, efficient communicators. I’d take a short break and pull my socks up and then launch with a great new product — the new bold is really nice — I’m not sure the new Bold commercials really tell us that (and Blackberry Bold… be bold — who wrote that copy?) — they are way nicer than the i-phone, they look better, have the advantage of the key board. While the overlap of the phones and tablet are there, Apple has successfully convinced the audience that they are cool — let them be cool. Let Blackberry be hardworking, slim-lined…. Apple is cool in khakis ,,,, Blackberry is sexy in a suit, brilliant in a lab coat, awesome on a tractor, brilliant in from of a computer…. We need the time to make that ads really, really good! Then stay consistent…. let the strategy play out for awhile. Don’t try to be funny, don’t try to be clever… be honest, be bold (ironic???), be business.