BlackBerry distances itself from 'traditional endorsements' with Alicia Keys hire

Alicia Keys: to act as global creative officer for BlackBerry
Alicia Keys: to act as global creative officer for BlackBerry

BlackBerry has claimed its recruitment of singer Alicia Keys, director Robert Rodriguez and author Neil Gaiman, will not form part of a "traditional product endorsements" strategy.

The mobile manufacturer has brought in the celebrities in order to push the launch of its make-or-break BlackBerry 10 operating system and new range of products that run on the much-delayed software.

BlackBerry surprised observers at its launch event on Wednesday 30 January when it announced that Alicia Keys would act as its global creative officer.

Frank Boulben, chief marketing officer at BlackBerry, told Marketing: "We are not going to do traditional product endorsements. I would describe them as more brand programming.

"You won’t see the celebrities in the 'Keep Moving' campaign on TV. The 'Keep Moving' TV campaign is all about showing the product experience in the flow of your professional and personal life."

Boulben added that the BlackBerry 10 launch campaign will be the biggest marketing campaign in the brand’s history "by far", but would not reveal how much the company was spending on marketing.

He explained: "As BlackBerry's CMO, I can tell you I have sufficient resources to make an impactful campaign. We have a very strong cash position we have $2.9bn in cash and no debt."

All marketing activity will follow a 'Keep Moving' creative idea, with traditional media including TV and press activity supported by "creative projects" involving Keys, Rodriguez and Gaiman.

AMV BBDO created the global campaign out of its London office. 

Activity will include Keys creating a video in each city where she is performing her 'Set the World on Fire' tour, with each customised video based on ideas she receives from her fans.

The videos themselves and supporting "making-of" material will be hosted on social media sites including YouTube.

Boulben responded to press coverage about Keys being an iPhone user by claiming she is now a committed BlackBerry advocate.

He said: "She was in love with BlackBerry for a long time and then at the gym, she saw a sexy phone [iPhone] and she broke up with us. Then she was introduced to the new BlackBerry 10 and fell in love again.

"She’s been using it for a couple of days [and] is a huge fan and she is telling her friends in show business how excited she is about the product."

Boulben added that now was the perfect moment to rebrand the company from Research in Motion to BlackBerry, to reflect the company moving from a "house of brands to a branded house". 

He said: "It's a time of considerable change in the market, new management, new technology platform, new portfolio of devices, so now was the perfect time to have symbolic change to reflect the organisational change in the company."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer