“Not too big, not too small… just right”

The BlackBerry Playbook was to be launched into a seemingly crowded and uncertain marketplace. The competition was stiff with the wildly successful iPad leading the way. The BlackBerry product’s key point of difference was its size.

With the iPad and Samsung Galaxy Tab, both considerably larger devices than the PlayBook. It gave us a platform on which the Playbook proposition could be built. As well as being nimbler and more practical than competitor tablets it also held advantages over laptops and of course was more powerful and versatile than a phone. In fact if you were on the move, needed to get stuff done and did not want to be weighed down the PlayBook was ‘Just right’.

This translated into the ‘Just right for…’ positioning and it provided masses of flexibility for communicating both the wide range of business and leisure activities the PlayBook made possible and also the breadth of its appeal to different people.