Wake Up, Be Bold: RIM Unveils New Campaign That Means Business

Research In Motion’s Australia division has followed up its bizarre flash mob marketing flop with a scrolling text campaign online, supposedly a teaser for something larger in the works. Mentioning the word “business” a whopping eight times in a short speech makes it pretty obvious who the target demographic is.

RIM also plays off Apple’s iconic slogan of “Think Different,” encouraging BlackBerry users to “do different.” And the text, which is accompanied by a somewhat stilted voiceover—who awkwardly fails to match the pace of the scrolling—reads cheesy lines such as “eat opportunity for breakfast.”

See the campaign here. Some are calling it 15 years out of date. What do you make of it?