RIM extends Blackberry's 'Action starts here' campaign to China

MAINLAND CHINA - Research In Motion (RIM) has localised its global 'Action starts here' brand campaign in China to emphasise BlackBerry as a brand that supports consumers in getting things done.

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RIM extends Blackberry's 'Action starts here' campaign to China

Aiming to encourage young people in China to take prompt action (to buy a Blackberry), the online-only campaign recruits BlackBerry customers to share how using the smartphones has helped them boost their efficiency.

RIM even entices those who do not have BlackBerries to share their ideas on how they could use BlackBerry smartphones to become more efficient. Two round-trip flight tickets to Bali, three nights of hotel accommodation at Ametis Villa, and a BlackBerry Bold 9900 smartphone are in a draw to be won.

Running until January, the brand campaign leverages the social influence of two well-known BlackBerry users as brand spokespeople for the China market: Zan Ng, founder and CEO of local online travel agency Zanadu.cn, and renowned food columnist Wanrong.

The concept of 'Action starts here' is meant to showcase BlackBerry as more than just a smartphone, but a device for goal-oriented people to get more out of life via time management and social engagement.

Source:

Campaign China