With a spectacular lack of fanfare, the once-mysterious Wake Up campaign has quietly come to an end. The Wake Up Australia site now displays a quasi-inspirational call to arms for businesses to flock back to the BlackBerry.
The website displays scrolling text with an appropriately professional and businesslike voice-over:
It's time to mean business.
Now before you go looking for your suit and briefcase, we're not talking about that kind of business. Business is no longer just a suit-wearing, cubicle-sitting, card-carrying kind of pursuit.
These days being 'in business' means you're the kind of person who takes action and makes things happen. You don't just think different... you do different.
It's a simple choice:
You're either here to leave your mark and eat opportunity for breakfast,
You're satisfied to just float through life like a cork in the stream.
Now, we know some people will choose to float on by and that's fine. 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 realise there's only one device for people who mean business... the brand that's been in business from the very beginning.
Wake Up. Be Bold. BlackBerry.
No new product or business announcement accompanied the Wake Up reveal.
Opinions are divided around the 'experiential marketing' stunt, with some decrying the 'creepy' nature of anonymous letters sent to journalists and bloggers, and others praising the attention the activity has drawn.
BlackBerry manufacturer RIM has faced significant losses in the business mobility market, due in large part to bring-your-own-device (BYOD) trends in businesses that let employees use their personal iPhones, iPads and Android devices in the workplace.