Blackberrys Urges You to Join the Unwrinkle Revolution

Blackberrys has launched a revolutionary new campaign to promote its revolutionary new range of wrinkle resistant shirts christened ‘Performance100’. The campaign themed as 'the Unwrinkle Revolution' comes as a breath of fresh air for men who want to lead a stress free life. With Performance100, men can now actively partake in activities, which would earlier have left their shirts crumpled and rutted with wrinkles. Performance100 are 100% cotton shirts which are taped at the seams to give that smart pucker-less, wrinkle resistant look that look crisp all day long.

However, ‘Unwrinkle’ as a concept doesn’t just relate to the problems of wrinkles on your shirt, but can be figuratively linked to dealing with ‘wrinkles’ in our daily lives. To leverage ‘the Unwrinkle Revolution’ campaign, Blackberrys launched an interactive digital film around new age men who want to live large and look sharp. This short film has a light-hearted, chuckle-worthy storyline based on the life of Rishu – a young professional who’s held back from enjoying his life because of his obsession for appearing absolutely prim. So anything that would accidently wrinkle his shirt becomes a no-go zone.

Rishu’s concern with his shirt, unfortunately, makes him come across as extremely stuck up and arrogant, exasperating everyone he interacts with. However, his attitude towards life undergoes 360% transformation when he gets his hand on a Performance100 shirt. The moment he puts it on his personal and professional life unwrinkles and he becomes a fun, passionate individual who’s loved by everyone.

Talking about the campaign, Nikhil Mohan, Founder & Director, Blackberrys, said, "This is the year of shirts for us and, we want our Performance 100 shirts collection to be the flag-bearer. Our SS16 campaign is focused on Performance 100 Shirts and resonates our strategy of loosening up as a formal menswear brand in India. We look forward to see men in India 'UNWRINKLE' and enjoy every moment of life to the fullest. Carpe Diem!"

To promote the video aggressively across all social and digital platforms, Grapes Digital, executed a well-rounded strategy of banner ads on third-party websites, in addition to hosting engaging contests based on the video on Facebook and Twitter. As a series based contest, it generated a lot of interest and helped spread word of mouth around the video (which was used a reference) garner a lot of views.

The video received over 4 lakh views on Facebook within 12 hours of going live, along with thousands of likes, shares and comments. On YouTube, till date the video has received over 6 lakh views. On Twitter, thanks to the contest, the hashtag #Unwrinkle trended in the top three slots for over 8 hours.

In the words of Shradha Agarwal, Strategy Head of Grapes Digital, the team had a blast promoting the video. "Given the fact that the film so humorous and entertaining, we were sure that it would be well received on social media. But matter how good a film is, it still needs to be strongly pushed, through an aggressive marketing plan to ensure it grabs as many eyeballs as possible and generates loads of engagement. That’s exactly what we were able to do for the ‘Curious Case of Rishu’ by creating social activations and PR around the same".

Blackberrys has launched a revolutionary new campaign to promote its revolutionary new range of wrinkle resistant shirts christened ‘Performance100’.