BlackBerry hasn’t been known for their excellent marketing. Their new CMO, Frank Boulben, has sought to make that change. One effort was a company first by launching a $4 million ad during the Super Bowl.
It looks to be paying off. According to recent data, BlackBerry’s ad awareness is gaining on Apple. BlackBerry rose from a low of 6% in mid-January to 21% by the end of February.
Apple on the other hand is seeing a decrease. Their ad awareness dropped from 44% on January 15 to 38% on March 4, while their purchase intent also decreased from 14% to 7%.