A very clever advert from Blackberry that wasn’t a print ad, nor was it a television or even a radio advert. It was an online advert and a very good one too.
I saw it on the homepage of YouTube. At first I thought it was just another usual banner advert, all talk and no interaction or fun.
“Yes Blackberry, I do think I’m a good texter” was sort of my reply.
The next advert mentioned a competition, I like competitions and I like winning.
Naturally, I was intrigued.
All I had to do was click a button and then snap a picture of a QR code using my phone. At this point I still had no idea what I was going to do, I just knew there was a competition and a chance of winning.
Then my phone loads a screen up and a countdown starts telling me to get ready to type.
Next I’m told I have to quickly type ‘The quick brown fox jumps over the lazy dog’.
Well so much for thinking I was good at texting, the Blackberry Z10 beat me. Talk about embarrassing. It even told me how many seconds faster it was and how many less keystrokes it used.
I think this is a really clever way of showing the benefits of a product especially against competitors. Think how many people won’t be using phones produced by Blackberry to play this game. If they lose, they are going to see the faults in their own devices and see the benefits in this phone.
It isn’t enough nowadays to promise benefits to customers, you have to prove how your product can benefit and what its advantages are.
This is certainly where Blackberry has gone right.