Rogers launched a campaign for the new BlackBerry Q10 on Tuesday, one day ahead of the device’s wide availability in Canada. TV spots for the campaign focus on Rogers’ LTE network, while print ads focus on the white version of the Q10, which is exclusive to the carrier.
The company chose to launch the campaign at a Toronto Blue Jays game, where a BlackBerry “Keep Moving Tour” bus was on site giving consumers hands-on demos of the Q10 and offering chances to win Blue Jays merchandise. According to a rep for Rogers, the carrier plans to partner with BlackBerry for on-site demos and giveaways at 11 Toronto Blue Jays games this summer.
Publicis created the TV, print, online and digital for the Rogers/Q10 campaign.
The campaign follows Rogers’ earlier marketing efforts for the Z10 smartphone, launched by BlackBerry on January 30, including a launch day event at a Toronto store during which BlackBerry CEO Thorsten Heins sold a consumer the first Z10.
Unlike the Z10, the Q10 has a keyboard – a key differentiators for BlackBerry in the smartphone market. BlackBerry launched the device in the U.K. last weekend. Heins said Monday the company saw strong initial sales in the U.K. and expects to sell “tens of million of units.”
