Initial conditions:
There are millions of happy successful BlackBerry® users across the world, with some using their BlackBerry’s in quite inventive ways, and in many different industries. RIM (Research in Motion) wanted to pick some of the most interesting and diverse examples of how real people are using their BlackBerry Smartphones to achieve extraordinary goals. RIM approached Chaos with a view to bringing together these case studies in a way that would make it an attractive and useful selling tool for BlackBerry sales representatives, marketing, PR and the event teams across Europe.
Chaos thinking™
Initially Chaos designed a mailer to invite members of BlackBerry Alliance Program users to participate in the BlackBerry Customer Reference Program. Entitled ‘Success on BlackBerry’, the message clearly stated the many benefits that participants could expect from joining the program, such as participation in award programs, being a customer reference to potential customers and also acting as a media reference. The mailer resulted in a deluge of European case studies, whereby RIM selected an initial 110 case studies to progress into marketing material. When it came to how these case studies should be presented, it became clear that salespeople only wanted to select case studies that were most relevant their potential client opportunity, so, as a result, Chaos created an simple format, with each case study printed as a separate sheet slotted into a folder as a delivery mechanism along with business imagery and icons elements to represent the various business sectors.
Creative Enablement™
These sales tools have been enthusiastically received by the RIM salesforce and Public Relations, and as a result have already been used extensively throughout Europe. The design styling of the Customer Success Program has been universally admired and has enabled potential clients to see a cohesive and compelling extension of the BlackBerry brand message, which is bringing in great results. Some case studies have now made into video case studies online. Translations of all the case studies into several European countries have been produced; in addition, the design format created by Chaos has now been adopted in Asia Pacific, Latin America and the America's market.
