RIM’s “WAKE UP” promotion lands, and misses the consumer market entirely

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RIM’s hilariously-stupid “WAKE UP” campaign has said something will happen today, and it has landed. The website now redirects you to another website, listing a manifesto about how businesses choose RIM because they have “been in business from the very beginning”.

“These days being ‘in business’ means you’re the kind of person who takes action and makes things happen. You don’t just think different… you do different,” the manifesto reads. “It’s a simple choice: You either here to leave your mark and eat opportunity for breakfast OR You’re satisfied to just float through life like a cork in a steam.”

You sort of get the feeling that RIM is trying to say to corporate users, “Hey, you don’t need a stupid iPhone. Real business people want a BlackBerry.”

And that’s its problem – and it probably shows that the advertising creator Tounge had done poor research on the brand. Advertising is meant to show the problems in your life, not the problems in a company.

Nor its desperation.

RIM should no longer separate business and consumer – they are one and the same. There is no longer any distinction because IT has adapted to the growth of iOS, Android and Windows Phone – and that business people are consumers too, regardless of the suit and tie.

And it’s not that RIM hasn’t attracted the consumer market, there have been people who aren’t in the corporate world using a BlackBerry. It probably was a cheap phone on pre-paid, but the fact it had a keyboard meant that he or she could type on Twitter or Facebook. I, with my BlackBerry, still enjoy it since I can quickly type a message really quickly.

And the sad part is, this campaign has done more damage to the RIM brand (great job Tongue!). Everybody thought it was Samsung, who were known for being a bit aggressive with Apple. Other reasonable people who would do this, other than the speculative Samsung, would have been Microsoft (if they were that desperate, and probably are), HTC and Motorola. It could have been any of them – but not RIM.

RIM needs a product out the door and quick. One that attracts both business and consumer alike – like I said, they are not distinct entities anymore. And they should hurry, because the ship is sailing really quick. You don’t want to leave it too late, like another competitor Palm.

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