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RIM tries new tact with ‘Be Bold’ ad campaign

updated 05:40 am EST, Thu February 2, 2012

RIM launches new ad campaign to boost share

RIM has started a new ad campaign aimed at highlighting the simplicity and workhorse-like nature of its smartphones, focusing on the streamlined strengths of its platform. One of the features that gets renewed emphasis is RIM's BlackBerry Messenger service, which has helped to make it one of the most popular handsets among teens in the UK. The new spots include phrases such as 'I'm about action, not distraction' as well as 'we need tools, not toys,' playing on one of the hackneyed criticisms of the iPhone.

The video clip embedded below centers on Jon Hansburg, a 'Food buyer for celebrity chefs' as he moves around a market looking to pick up the best and freshest produce for his clients. It shows him sending and receiving BBMs on his Bold 9900, taking quick snapshots on the go, sending them and generally going about his business quickly.

RIM recently moved to replace its dual-CEO pairing of Mike Lazaridis and Jim Balsillie as its share of the smartphone market, even in its once impenetrable enterprise stronghold, evaporates in the face of the onslaught of touchscreen devices led by the iPhone and the Android platforms. New CEO Thorsten Heins has said that he would embrace a new marketing campaign as part of his plans to turn the company around while it waits for the first BlackBerry 10 phone to arrive.

by MacNN Staff



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