RIM takes credit (blame) for Apple 'Wake up' campaign

Summary: RIM has been revealed as the perpetrator of the infamous "Wake Up" advertising campaign.

Wake up protest in front of Apple store. Credit: Luke Hopewell, ZDNet Australia

Research In Motion (RIM), the maker of BlackBerry smartphones, has been revealed as the perpetrator of the infamous "Wake Up" advertising campaign that has puzzled Sydney and Melbourne, Australia.

The campaign has seen screaming protestors being dumped outside of the Sydney Apple store and traipsing through the streets. Cryptic messages have also popped up all over Sydney and Melbourne.

Black-and-white signs bearing the message "Wake Up" have been spotted all over the two cities, including on the bottom of a pool at Sydney's Bondi Beach.

RIM today took ownership of the controversial campaign.

We can confirm that the Australian "Wake Up" campaign, which involves a series of experiential activities taking place across Sydney and Melbourne, was created by RIM Australia. A reveal will take place on May 7 that will aim to provoke conversation on what "being in business" means to Australians.

For more on this story, including a video, read http://www.zdnet.com.au/rim-responsible-for-wake-up-campaign-339336938.htm on ZDNet Australia.

Topics: BlackBerry, Apple, Security, Smartphones


A fresh recruit onto the tech journalism battlefield, Luke Hopewell is eager to see some action. After a tour of duty in the belly of the Telstra beast, he is keen to report big stories on the enterprise beat. Drawing on past experience in radio, print and magazine, he plans to ask all the tough questions you want answered.

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