The brief was to successfully launch BlackBerry’s new mobile computing platform BlackBerry 10. It included three distinct phases over 18 months:

(1) Teaser activity to create intrigue and a sense of expectation in the build-up to launch. This included product teaser reveals, insights into the development of a new platform including the industry leading developer relations work across sell out global tour BlackBerry Jam, carrier support and setting the business context in preparation for launch.

(2) The launch itself was a defining moment for BlackBerry as a company as it unveiled its greatest innovation since the company was founded and revealed itself as a redesigned, reengineered and reinvented company with a new sense of purpose and vision for the market. The PR plan for the launch day was designed to capitalise on key coverage opportunities and drive the news agenda from morning to night. Results included 150 media attendees at the Old Billingsgate event, hundreds of minutes of broadcast footage and over 600 articles (including every national newspaper with a number of front pages). The cumulative reach was over 970 million for the full week of launch, 93% positive with key messages about the business transformation coming through as well as more product focused messages.

(3) Post launch momentum storytelling to showcase developments on BlackBerry 10 platform in terms of functionality, app and ecosystem support and sales, with the initial UK sales being three times that of BlackBerry’s most popular smartphone.

(1) Teaser activity to create intrigue and give and sense of expectation in the build-up to launch. This included product teaser reveals and insights into the development of a new platform including the industry leading developer relations work across sell out global tour BlackBerry Jam. Seeding of celebrities and technology elite helped unlock a sense of expectation ahead of launch.

(2) All eyes were on BlackBerry for the global launch - which involved synced events unfolding in New York, Toronto, London, Dubai, Johannesburg, and Paris with CEO Thorsten Heins and newly appointed Global Creative Director Alicia Keys taking to the stage. Here in London we hosted over 150 media from across EMEA at Old Billingsgate Market for the grand unveil as well as bespoke media group and individual briefings.

(3) Post launch momentum storytelling to showcase developments on BlackBerry 10 platform in terms of functionality, app and ecosystem support and sales including enterprise case studies and impressive app milestones.

Media attendees at launch:

150 UK tier one publications represented at launch

Impressions:

Launch week: 672 tier 1 pieces of coverage to over 970,000,000 people

First month: (including launch week): 864 piece of tier 1 coverage to over 1 billion people

58% penetration of new BlackBerry messaging and 84% penetration of key product features in launch week coverage

Reviews:

Launch week: 55 reviews (96% positive or neutral)

First month: 98 reviews (96% positive or neutral)