Entitled “A Bold Step Ahead”, the Blackberry Bold 9900 launch event used illusions performance to create thrills and cheers for the new smartphone model while highlighting its cornerstone benefit: being one step ahead.
The Client’s representative with magic hand gestures made the new product appear on a dark LED screen, powered by perfectly-synchronised projections in reality. The digital unveiling was further spiced up by having a professional illusionist pull a real new smartphone out of the screen. He then went on to perform a series of magic tricks sending the message that the innovative features of the new model, like his tricks, were always one step ahead of the audience’s expectations.
Four mini-booths were set up in the venue, each devoting to one of the four innovative features of the new model. The first is a large panel showing icons of the multitude of entertainment apps offered by the new phone. A large prop of a baggage conveyer belt hanging from the ceiling highlights the product’s unique apps to free frequent-travellers from the hassles caused flight schedule changes. Stacks of junked obsolete computer models accentuated the phone’s various business and word processing apps which made the use of computers redundant. A last one showcased many photos attached to poles of people from all walks of life to show how the phone’s state-of-the-art messaging feature help users stay in touch wherever they are and whatever they are doing.

Location: The Ritz Carlton, Hong Kong

Client: Research In Motion Limited