Research-In-Motion is trying to gain traction by devising novel ways to bring back the attention of the world to its device. The latest move by the handset maker is the launch of a campaign titled ‘Wake Up. Be bold’. The campaign became famous when it first staged an anti-Apple demonstration in front of an Apple store in Australia.
The ‘Wake Up, Be Bold’ campaign is primarily meant to highlight the important of BlackBerry smartphones. The chief objective of the campaign seems to be to make the world realize, all over again, how RIM has been around ever since the first smartphone was created and how it is the oldest smartphone vendor in the market.
RIM’s owning up to this campaign also affirms, once and for all, that it was the one behind the anti-Apple demonstration that was recently staged. The company has dedicated an entire website to the said campaign which goes on to read, “Wake Up. It’s time to mean business. Now, before you go looking for your suit and briefcase, we are not talking about that kind of business. Business is no longer just a suit-wearing, cubicle-sitting, card-carrying kind of pursuit. These days, being in business, means that you are the kind of person who takes action and makes things happen. You don’t just think different – you do different.”
And that “For those of us with our eyes wide open, we need to realize there’s only one device for people who mean business – the brand that’s been in business from the very beginning.”