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Research In Motion Ltd (BBRY): This ‘Commercial’ Will Make You Cry

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Research In Motion Ltd (NASDAQ:BBRY), compared to Apple Inc. (NASDAQ:AAPL), has never gained the reputation for having a fan-base that views its design as a religion unto itself, but a recent user-made commercial may change your mind. Generally speaking, BlackBerry’s marketing campaign for the new Z10 has been aimed at the younger generation, and for good reason.

Research In Motion Ltd (NASDAQ:BBRY)’s CEO, Thorsten Heins, has shrugged off subscriber growth questions, telling CNBC that his company “a huge loyal base working with us, and that loyal base is out there.” Well, it appears that BlackBerry should begin taking notes from a particular ‘commercial’ that has appeared on YouTube. It can be seen in full on the next page.

BlackBerry Ltd (BBRY)

Yes, photos like the one above clearly indicate the tech company’s approach with its keyboard-less Z10, and the much-anticipated Q10. In fact, we recently looked at a supposedly “leaked” chart that mentions a B10 L*, U10, and an R10 as well.


Back to the point though, the video, posted by FlyguyCreations, is titled “BlackBerry There Then There Now,” and has the following description about the hypothetical Research In Motion Ltd (NASDAQ:BBRY) commercial:

“New BlackBerry Commercial.

For Those Moments In Life…There Then. There Now.

The commercial shows the evolution of BlackBerry, it’s associations with people’s lives, its departure, and its comeback as a new and improved product.

I was not particularly impressed with the recent advertising of BlackBerry and took it upon myself to create this commercial to try and fix what I believe is a corporate brand stigma. It’s central purpose is to evoke an emotional response from current or past users. This is BlackBerry brand advertising. It’s main goal is not product marketing the Z10.”

Now, with that being said, this video was made public on March 27th, and in that time, it has only received 3,164 views at the time of this writing. We think it deserves a little more love not only for its effectiveness, but because the creators do drive home an important point. Maybe Research In Motion Ltd (NASDAQ:BBRY) should focus their marketing efforts on existing users, ensuring that any who haven’t bought the Z10 (or are planning to buy the Q10) do so in the future.

Now, there’s nothing wrong with BlackBerry’s current marketing campaign–no one doubts for a second that it’s important to garner support from the younglings of the smartphone demographic, but there’s something to be said for sentimentality, especially when it’s these users that Thorsten Heins himself has pointed to this “loyal base” as a key reason why investors should be bullish.

Without further ado, we’ll show you the commercial, but brace yourself…you may need to keep a box of Kleenex handy.


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