Orange: BlackBerry DM

Chemistry Communications

ENTRY INFORMATION

Category: Communications/Utilities
Country where program ran: UK
Date program started/ended: 11th December 2009

Product Description: BlackBerry Internet Service (BIS) is a great-value web and email package for BlackBerry customers on Orange. The service lets them access the internet as much as they need to and automatically pushes emails to the handset, so customers know instantly when they have a message.

Advertiser/Client Name: Orange
Media Channels: DirectMail

STRATEGY

Marketplace Challenge:

BlackBerry users on Orange without a BIS bundle will not be getting the most out of their device. They will have to pay every time they access the internet, rather than paying once for unlimited access. This awareness of the cost will almost certainly limit the amount of web browsing and email these customers enjoy on their BlackBerry device.