HONG KONG Mobile communications company CSL, working with Leo Burnett Hong Kong, has unrolled a campaign for its 1010 brand to coincide with the launch of the BlackBerry Pearl.
The print, outdoor and online campaign promotes 1010's BlackBerry services and emphasises the style and functionality of the new device. Its aim is to boost 1010 BlackBerry subscription numbers. "The key communication message is that the new BlackBerry Pearl device offers consumers the best of both worlds: stylish design and powerful performance,"said Jeff Ho, management supervisor, Burnett.
Visuals from the campaign show the handset emerging from a sea of pearls, bringing out its sleek qualities and emphasising the stylish design.
The ads also feature information on 1010's service packages. In selected magazines, an ad on back-to-back pages shows first the front and then the back of the handset, communicating the 'best of both worlds' message.
The launch of the Pearl marks a change in tack for its parent Research In Motion, which previously favoured function over form for the BlackBerry, not known for its aesthetic qualities.
"The newly-introduced BlackBerry Pearl offers a great opportunity to change consumers' perception and attract new users to BlackBerry,"said Michelle Au, general manager of marketing communications and public relations at CSL.
The Blackberry Pearl also offers a camera, MP3 player and video support - signalling Research in Motion's goal of challenging consumer smartphone brands such as Nokia and Motorola.
