What's In It For The Non-Office Guys?

The recent Blackberry advertisement by Vodafone hits the nail on the head. Meant to convey the message that Blackberry is no more a product available only to a select, exclusive group of high-ranking big bosses and businessmen, the advertisement is hip, fun, and also a breath of fresh air.



What the Advertisement Depicts

The clip begins with five formally dressed men (replete with dapper black suits and shoes, white shirts, and ties), singing a tad smugly "We’re the Blackberry Boys". They get to sing by themselves only for a few more seconds, where they seem to be exulting in their own exclusivity.



However, a strange apparition soon bursts their bubble. A young man dressed in a decidedly non-office, grungy, and whacky outfit (circus-styled Capri pants, open-buttoned shirt, and a cap) soon starts singing the song with them. He is soon followed by other casually and colorfully dressed young men and women, who are clearly as far apart from the five men in black as chalk from cheese. The entire group now sings about accessing email on the move, surfing, and chatting. This sudden onslaught of the masses to a former tight and exclusive group is clearly reflected in the puzzled and deflated expression on the faces of the smug nattily dressed office boys. All the while, the lyrics of the song show as sub-titles, right down to the chorus going "oooo". The result is a whacky ad that brings a smile on the face.



The message from Vodafone is clear. That the Blackberry is India is now available to everyone including the younger, college-going crowd. This advertisement is a great example of not forcing down a message but being creative and trusting your audience to "get it’.



The Vodafone Blackberry Features

The ad also gives the message that Blackberry is now available on pre-paid also, unlike the earlier exclusively post-paid option. With the Blackberry costing just Rs. 15,000, an amount a lot of youngsters are surprisingly willing to pay (does the trend of summer jobs by college students and call-center job options have anything to do with this?), it is now the perfect time to target the Blackberry at the high data-usage segment of college going youngsters.



The main advantage touted in the ad is email and social networking even on the move. Once again, these are features that young people including college students and young working professionals are always on the lookout for.



The ad also seeks to reassure Blackberry users and customers regarding the data sensitivity issue. As the Indian government is currently contemplating putting a ban on the corporate email service if RIM (Research in Motion, the creators of Blackberry) cannot offer decryption keys, this ad by Blackberry attempts to allay fears among potential buyers and existing users.



The Effects of the Ad

O&M, the makers of this Vodafone Blackberry ad, deserve kudos for creating a catchy and humorous advertisement. The lyrics of the song are exceptionally apt and funny. The tune is catchy as well. The sales of Blackberry may or may not rise, but the product awareness surely will.



Author’s Bio:



John is a technology geek. A software engineer by profession, John likes trying out newer technologies, experimenting with latest mobile phones, and tracking developments in the sector of mobile telephony.