Blackberry: SHAREMAN

Credits & Description:

Category: Durable Goods

Advertiser: BLACKBERRY

Product/Service: CURVE 9380

Agency: NURUN

Partner: David Marti (Nurun)

Creative Director: Jean-Michel Roccuzzo (Nurun)

Account Manager: Eric Dipol (Nurun)

Account Manager: David Henry (Nurun)

TV Producer: David Costard (Nurun)

Social Media Consultant: Bruno Laporte (Nurun)

Copywriter: Victor Cebron (Nurun)

Art Director: Ellen Belleil (Nurun)

Art Director Junior: Anne Sophie Gotteland (Nurun)

Copywriter: Martijn Verpaalen (Nurun)

Creative Director: Gregory Eggermont (Nurun)

Media placement: Web Film (60s) - Blackberry.fr ; Facebook.fr/blackberryfrance - 2 April 2012

Media placement: Web Campaign (1 Trailer Video + Flash Banners) - Skyrock.fr, Deezer.fr, Msn.fr... - 4 April 2012

Media placement: Theater Campagin (1 Film Pay Off) - Gaumont Network - 4 April 2012

Media placement: POS Material - Orange Stores, Bouygues Telecom Stores... - 4 April 2012

Media placement: Billboard Campaign - Greater Paris Area - 2 April 2012



Describe the objective of the promotion.

In France, BlackBerry is known for its business phones, but also attracts a younger crowd thanks to the BBM network. As the market is moving more and more to all-touch phones, BlackBerry is launching its first all-touch Phone, the Curve 9380.

The objectives were:

- Build awareness of an all-touch offering from BlackBerry among the 15-25 year-old target.

- Build a relevant post keyboard-only Blackberry positioning

- Generate sell-in to the main operators in France (The main distribution channel)

- Drive-to-store and sales.



Describe how the promotion developed from concept to implementation.

We wanted to show how the new 9380 will make sharing and communicating even easier and faster.

The concept: The 9380 allows you to be faster than anyone, so fast you might end up thinking of yourself as a superhero. The implementation: A real life ‘man hunting’ game using social networks.

We created TheShareman, first 9380 owner, an egomaniac hero challenging everyone to try to catch him. He’s cruising around on his fixie bike, giving clues on his location on Twitter. The game is simple: find him, take a picture, be the first to post it and win a phone.



Explain why the method of promotion was most relevant to the product or service.

This campaign allowed the target to experience the phone’s abilities, rather than hearing about it:

- It mixes game, social networks and real time, allowing us to be engaging and relevant to the target.

- It is a clear demonstration of the product abilities and relevance to 15-25 year-olds’ usages.

- It is a fully integrated campaign: outdoor, cinema, street events and social networks linked together.

- It builds BlackBerry’s image and relevance among a strategic and demanding target.



Describe the success of the promotion with both client and consumer including some quantifiable results.

More than 8,000 followers on Twitter in less than 3 weeks, 800,000 views on YouTube, and 160,000 new fans on Facebook.

Shareman visited 4 cities, and appeared in more than 15 events including concerts, sport games and TV shows.