CLIENT:

BlackBerry

PROJECT:

Video

CHALLENGE:

Outside of the tech and cybersecurity industries, few consumers are aware that BlackBerry is still in business. Those who do think BlackBerry still makes smartphones. Consumers are also unaware that BlackBerry is a serious player in the Internet of Things and connected vehicle markets. This project kicks off a multi-year long effort to drive consumer awareness around the leadership role BlackBerry is playing in the connected vehicle market. The BlackBerry PR team asked me to develop three short videos to introduce what BlackBerry is developing for consumers in the automotive space in the years to come. Restricted to stock footage and the fact that some of the referenced technology was still in development, this was unlike any assignment I had at BlackBerry.

SOLUTION:

Engage and educate consumers around the near automotive future thanks to BlackBerry innovation. Tell a relatable, human story in a relatable context. One that distills complex technology into something consumers can understand and seek out in the near future when buying a connected vehicle.

RESULTS:

The videos were embraced by the BlackBerry PR team, executive marketing stakeholders, and most importantly, consumers who haven’t seen a consumer message from BlackBerry in years. Specific metrics forthcoming once available.