The big reveal that Research in Motion promised last week amidst its Apple Store "Wake Up" flash mob was unveiled today, but it consisted mainly of a push to brand BlackBerry as a no-nonsense platform "for people who mean business."
The "Wake Up. Be Bold" campaign was unveiled today at wakeupbebold.com by BlackBerry Australia & New Zealand, and currently includes a scrolling script read aloud by a man encouraging people to "Wake up."
"Business is no longer a suit-wearing, cubicle-sitting, card-carrying kind of pursuit," he says. "These days being 'in business' means you're the kind of person who takes action and makes things happen."
The reveal comes about a week after RIM acknowledged that it had orchestrated a "Wake Up" protest at a Sydney, Australia Apple Store. On April 22, a large black bus with the words "WAKE UP" affixed to the outside pulled up outside the Apple Store. Individuals dressed in black carrying "WAKE UP" signs quickly poured out of the bus and started chanting the phrase in front of the Apple Store.
Bloggers quickly pointed the finger at Samsung, given that it has launched some high-profile, anti-Apple ad campaigns in recent months. The company, however, denied any involvement, and RIM later took responsibility.
"We can confirm that the Australian 'Wake Up' campaign, which involves a series of experiential activities taking place across Sydney and Melbourne, was created by RIM Australia," the company said at the time. "A reveal will take place on May 7th that will aim to provoke conversation on what 'being in business' means to Australians."
According to RIM, "being in business is not for everyone, but unfortunately, there is no middle ground. You're either in business or you're not. For those of us with our eyes wide open, we need to realize there's only one device for people who mean business ... the brand that's been in business from the very beginning."
RIM has struggled of late and is betting on its BlackBerry 10 platform to help jumpstart flagging smartphone and tablet sales. The platform launched at the recent BlackBerry World in Florida, but the company failed to show off any new hardware.
For more, see Hands On With the BlackBerry 10 Dev Alpha and the slideshow below, as well as Is RIM's BlackBerry 10 for Consumers or Enterprise?