Blackberry Creative Brief & Rough News Ad

Creative Brief:

Problem: Blackberry has been steadily losing among its competitors in the youth market.

Target Audience: Teenagers & Young adults.

Consumer Insight: Blackberry does not appeal to the youth market due to the business oriented features and complexity of the phones.

Brand Imperative: Black Berry with it’s new line phones plans to become the smart phone leader in the youth market.

Communication Objective: To show young people the new improved Black Berry as well as highlight new features of Black Berry’s new line.

Proposition or Selling Idea: Blackberry’s new Life Line phone offers an experience not paralleled by other brands. The holographic Sensory Simulator offers costumers a truly personalized experience by becoming a virtual extension of their self.

Support:

Your holographic personal assistant will be ready to wake you up every morning with a rundown of the days scheduled events, the weather,  and after a biometric scan can suggest a cup of fresh OJ to stop that cold your developing. Consumers can choose between any numbers of personas available in the blackberry app store for download and can customize them accordingly, personas can also be created by scanning the required material into your blackberry.

Creative Direction: Tone and manner of ad should be informative.

Media: Television, radio, print and the internet through viral marketing.

 

Rough News Ad:

Headline:  “Blackberry is your Life Line.” ™

Key Visual: (A teenager/college student’s room on the moon (you can see the earth through his window), the student is sleeping but there’s a holographic version of his mom standing by his bed waking him up with a tray of food in hand.)

Body Copy:

( The Black Berry Life Line’s ™ personalizes your life. Not only does the new nanotech casing change, shape, color & weight of the phone per individual. You can now set mom as your persona and experience mom’s home cooking using the patented built in Sensory Replicator & Simulation device.)

[I guess we can have a part that other features include at the bottom.]

Logo:  (How about the blackberry logo only transparent and glowing)

Tag Line: “The new Black Berry Life Line brings life to you. Even if you’re on the moon and mom’s home cooking is 238,857 miles away.”