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Graffiti gives Blackberry a touch of awesomeness
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network2media Bureau   
Monday, 30 April 2012 09:00 (IST)
Graffiti, BlackberryJOHANNESBURG: Following on from the success of its branded Hummer campaign, BlackBerry® has once again taken to the roads for the launch of its latest smartphone, the all-touch BlackBerry® Curve™ 9380 smartphone. This time, vehicle branding and transit media specialists, Graffiti, has given the smartphone and tablet brand a high-tech, high-touch look aboard branded cabs as part of the BlackBerry "Touch Awesomeness" interactive online campaign.

Composite branding The fifteen eye-catching vehicles form part of a campaign aimed at generating awareness and hype around the launch of the first BlackBerry® Curve smartphone with an all-touch screen.

Branded with reflective vinyl and topped with digital animation taxi tops, the vehicles have been designed to spread the BlackBerry "Touch Awesomeness" message both day and night. Sporting QR codes, the vehicles will lead participants to the BlackBerry "Touch Awesomeness" website, where they will be encouraged to "Join the Movement" through a multitude of "Touch Awesomeness" interactive tasks, all of which form part of the main competition in which the winner walks away with an Audi A1 1.4 TSFi.

John RiceJohn Rice, managing director at Graffiti, explained the reasoning behind the branded cabs, "The cabs enable BlackBerry to increase awareness of the 'Touch Awesomeness' campaign and the new BlackBerry Curve 9380 to a young and very mobile audience. This age group is generally out at night, so the reflective vinyl and electroluminescent taxi tops should be eye-catching day and night. And of course, 'Join the Movement' ties in perfectly to a 'moving' medium such as the cabs."

Promoting interactivity Rice added, "BlackBerry generated a great deal of excitement with their branded Hummer vehicles which have been highly popular at top night spots around the country. The 'Touch Awesomeness' cab campaign is a fresh approach to the brand's use of moving media. The use of modern reflective vinyl, bold digital animation taxi tops and QR codes is the perfect way to ensure that their young, tech-savvy target audience is fully aware of- and able to engage with the new campaign."

The branded "Touch Awesomeness" cabs can be spotted on the roads of Cape Town, Durban and Johannesburg until May 31, 2012.
 
 

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