The Martinez Brothers are global DJ and music producers. Chris and Steve’s BlackBerry® Bold™ smartphones ensure their schedules stay in sync with BBM™ and travel apps as they DJ around the world. Check out their story.
In its pursoot to appeal to a younger and more hip crowd, Research In Motion has released this video to introduce their brand ambassadors. They want you to meet international DJs, the Martinez Brothers. Research In Motion hopes to promote their Blackberry Bold 9900 and Blackberry Bold 9930. This is also to market their newest Blackberry 7 Operating System. This is part of their “Be Bold” marketing strategy.
Research In Motion has always appealed to the business target audience and this ad hopes to propel the brand in the minds of a younger audience. This won’t cut it. There is nothing memorable about this commercial. It is the first time I hear about the Martinez Brothers and they are everything but charismatic.
Also, Blackberry has to stop boasting about their BBM service. I feel like it is the only feature they have been talking about for the past three years. There is nothing special about it anymore. It’s time for new innovative ideas.
Pursoot Grade: C