Graffiti gives Blackberry the V.I.P. treatment with branded Hummers
Monday, 23 January 2012 09:00 (IST)
JOHANNESBURG: Vehicle branding and transit media specialists Graffiti, has assisted in giving the BlackBerry® brand an eye-catching new look on board a number of giant, branded stretch-Hummers.
As part of its innovative nightlife promotions for key customers and business partners, the BlackBerry® team devised the idea of transporting their valued guests in BlackBerry-branded vehicles to and from events, not only as a means of ensuring safe transportation, but also as a fantastic way of generating a great hype!
The BlackBerry nightlife promotions with their network partners are aimed at providing their partners with an exceptional evening that is a really lavish indulgence and something they would not regularly experience. BlackBerry transported them in the branded stretch-Hummers as a luxurious treat and seemed to create a great deal of attention and excitement wherever the vehicles went, which has the additional benefit of making their guests feel very special.
With the vehicles out at night, the messaging is aimed at reaching a young audience and all the BlackBerry vehicles have been branded with BBM™ (BlackBerry® Messenger) focussed campaigns. BBM is one of most unique selling points of BlackBerry and it's this unique communication aspect of the smartphone in particular that speaks to this target audience out enjoying the nightlife.
Graffiti Director Gavin Schlaphoff added, "The Hummer itself is an iconic vehicle that really attracts attention wherever it goes. Add to it the bold BlackBerry branding and you really do have an eye-catching moving billboard for the brand! BlackBerry has come up with a very clever marketing concept that really does suit the youthfulness and playfulness of the BlackBerry brand."
Whilst the first branded Hummer was launched in Johannesburg, due to the great response from both business partners and the public, BlackBerry has also branded similar vehicles in both Cape Town and Durban. Four additional vehicles that will be used for alternative promotions are also currently being branded, with multiple campaigns lined up for the vehicles going forward.
According to BlackBerry, the branded Hummers have really proven to be an exceptional advertising medium for the brand. They have been thrilled with the huge response wherever they go and have decided to capitalise on this, both by branding vehicles in other regions and by branding four exciting new vehicles that will run with separate campaigns in the upcoming future.
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