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For the holidays, Rogers Wireless is promoting a BlackBerry lineup exclusive to Rogers through a new multimedia campaign in Quebec that was developed by Marketel.
“Teenagers perceive BlackBerrys as cool devices but often associate them as business tools,” said Simon St-Germain, account executive, client services at Marketel. “Therefore, it was important to highlight these devices in a campaign that focused on the warm, family-oriented spirit of the holiday.”
In one TV spot, three men at a Christmas party form a painfully awful trio on violin, harmonica and spoons as three young partygoers listen unimpressed. A woman enters the room holding a burnt turkey, which prompts one of the young men to search “Bouffe express” on his web-enabled BlackBerry. Instantly, celebrity chef Soeur Angèle arrives at the door with a cooked ham. One of the other bored young attendees then sends an e-mail from her phone for Christmas music and Quebec singer Michèle Richard comes out from behind the tree singing a Christmas carol.
A voiceover says, “The Bold, the fastest BlackBerry around and one of several BlackBerry smartphones, available exclusively from Rogers” and the website Rogers.com/cadeauideal.
“We wanted to create something Quebecers can relate to, and light up the party for Rogers by having two celebrities appear in the spot,” said St-Germain.
The second ad shows a young man opening a gift box with tap shoes inside; then his sister receives ear plugs. The son is so excited when he opens another gift to find a BlackBerry Pearl, that he tap dances. His sister gets a pink BlackBerry Pearl and screams as the rest of the family wears the earplugs. The spot ends with a similar voiceover.
Backing the TV campaign are billboards, subway cards, Zoom posters and an online contest for the Quebec market.
MBS MediaCom handled the buy.
