Wake up to Blackberry for Blackberry/RIM, by Ambition Communications

Summary:

 Blackberry/Research in Motion (RIM), view Germany as an emerging market. Although their smartphones are considered premium business tools, they are significantly behind other manufacturers in terms of sales and brand awareness across the German smartphone market as a whole.

RIM is keen to significantly improve this market position in Germany. To do this, they need to increase end user brand engagement, but also improve their own sales team knowledge and education across the varying network channels.

Ambition were briefed by RIM Germany to create a campaign to work for Mobilcom (a leading network in Germany) in a call centre environment. The activity needed to work over a six week period, deliver against some fierce sales targets and ensure product knowledge increased among call centre staff.

Ambition’s campaign, Wake up to Blackberry, combined training modules with product road show/demonstration opportunities. A sales incentive was woven into the activity to ensure it worked as hard for sale as it did for knowledge and training. The campaign’s overall budget was £30,000 and took place in the first quarter of 2011.