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“Wake up. Be Bold.” Is this RIM’s new Marketing Campaign?

Is this short video, leaked today from Australia, the beginning of Research in Motion's marketing campaign to support its BlackBerry 10 devices?
Is this short video, leaked today from Australia, the beginning of Research in Motion's marketing campaign to support its BlackBerry 10 devices?

It’s only been online for a few hours, but some have already jumped on it as antiquated and embarrassing.Of course, those people are competitors.

Out of their Australian division today, a short, attitude-laden snippet centered around the slogan “Wake Up. Be Bold” has made its way online. We’ve already heard the “Be Bold” tagline in ads for BlackBerry 7 devices, but are we getting our first look into where Research in Motion will be focusing its marketing efforts around the new Blackberry 10 platform?

The short video features stark, scrolling white text over a black background and a voiceover that declares “these days being in business means you’re the kind of person who takes action and makes things happen.”

With the faint sound of footsteps in the background, it’s reminiscent of the walking-talking rants of CBC’s Rick Mercer, while the narrator’s defiance reminds us of an Aussie version of Dennis Leary’s Ford truck commercials. But will it work? You be the judge. Watch it here and vote in our poll below.

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This story is brought to you by Verisante (TSX:VRS). On April 3rd, Verisante opened the TSX to celebrate its ranking as top technology and Life Sciences Company. Found out why here.

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About The Author /

Nick Waddell
Cantech Letter founder and editor Nick Waddell has lived in five Canadian provinces and is proud of his country's often overlooked contributions to the world of science and technology. Waddell takes a regular shift on the Canadian media circuit, making appearances on CTV, CBC and BNN, and contributing to publications such as Canadian Business and Business Insider.
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