Research In Motion is getting set to turn the page and advance into its new future with a brand new “Be Bold” campaign.
The “Be Bold” campaign officially launched on New Year’s Eve but is now getting primed for an advertising blitz that will hit the usual targets, including through television spots.
The target audience for the campaign is American users, a critical group that RIM is hoping to reclaim after countless market stumbles in the United States. Thorsten Heins, the new president and CEO, has made it clear that the BlackBerry franchise needs to regain ground in the critical market.
Heins, in a company-wide memo, stated that the “Be Bold” campaign will play “an important role for all of us” as RIM goes through 2012.
Among the many changes the “Be Bold” campaign is being used to symbolize, one is the required culture change. The company has been facing stiff competition from the likes of Apple and Android, so the atmosphere of RIM has been dismal – to say the last. Changing the profile of the company requires an infusion of positivity, something that’s hard to come by with plummeting market value and diminishing market share.
Still, Heins and the “Be Bold” campaign are game to try.
“Moving into this year, we’ll continue to anchor new advertising, digital and social media messaging on this compelling theme of Be Bold,” Heins wrote in the memo. “In fact, next week we will launch a TV campaign that features real-life BlackBerry users sharing their stories of action.”
Part of the “Be Bold” campaign will come in the form of four cartoon characters: GoGo Girl (The Achiever), Justin Steele (The Advocate), Trudy Foreal (The Authentic), and Max Stone (The Adventurer).
The characters have already been meshed with the company’s social media strategy to bring something new to the brand, but one has to imagine that the hope here really is for effective products. With BlackBerry 10 devices in the water and other changes to the OS in the works, RIM is getting yet another kick at changing its fortunes. Let’s hope they can make this one stick.