Thumbs Must Hurt
Join Date: Dec 2006
Carrier: T-Mobile US
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Hmm, market to UK youth? Well... Lets think.. Like a marketing droid...
Marketing droids don't see people as people, they see them as vast lists of properties. To market to a person, you tune your marketing to match the list of properties of your given market.
The sidekick is heavily marketed toward youth, because its 'fun', and hip and all that. You can't compete with that. So don't aim at the 'regular' youth, market the Pearl as a tool for power users, including power user youth.
Imagine this commercial...
We open on a classroom, a student in slighly punkish clothing sits in the back. He's listening to music on his Pearl. I'd use a band that is 'underground', but getting some media exposure, like OK-GO in the US. The student isn't paying any attention to the teacher.
The teacher is telling the students to write down all the dates that their papers are due, and they are all furiously scribbling in their notebooks. She yells at the student in the back, "Are you paying ATTENTION??" and he pulls one headphone off and says, politely, but with a little smug-ness, "Its already done." We see the screen of his Pearl, and the calendar app is open, with his assignment list already created.
Then we see the student at home, sprawled out on the couch, in the same punkish clothes that indicate that he is independently minded, and its Christmas. He's listening to more music on his headphones connected to his Pearl. Wrapping paper is all over, and younger siblings are writing notes on notecards. Mother asks, angrily, "Aren't you going to write your grandparents a thank-you note???" and the student pulls one headphone ear off, and says, "Its already done.." We see the screen of his pearl, and he's just sending an email to grandma saying, "Thanks for the headphones! I love you!"
Then the final scene, we see him with his friends at a party. Indie rock is playing. The party scene is not debaucherous, IE, no liqour or anything, but is still hardcore, with people wearing crazy clothes and dancing. The look is "independent and extreme", but not "illegal or immoral". The same student is talking with some friends, and they say, "Mate! That girl you were dancing with a few minutes ago was totally into you! You should go find her and get her number!" He says, smiling, "Its already done." We see the screen of his pearl, and there is a text message from him saying, "Want to get some coffee after the party? I know a great joint up the street." and her reply, "I'd love too. :-*"
Closing text, something like, "The new Blackberry Pearl, your life, your pace."
The whole point is to position the Pearl as the device for youth who want control over their life. Not just for 'chitchat' like the sidekick, but also not for 'teacher's pets' or people with technology fetishes. For the independent youth.
Thats what I'D do, if I were a marketing droid.