BlackBerry's owner Research In Motion has confirmed it is the company behind the 'Wake Up' campaign, which has been the topic of much speculation over the past week.
The campaign, which was created by Sydney ideas agency Tongue, has seen a staged protest outside the Apple Store on George St in Sydney, a site takeover on news.com.au and a range of billboards plastered with the mysterious slogan.
The words 'Wake Up' have also been painted on the bottom of the Bondi Ice Bergs pool in Sydney. The campaign involves a mysterious website, featuring only the slogan and a large countdown.
Research In Motion (RIM) has confirmed it is the company behind the campaign. The advertiser said in a statement: “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 7th that will aim to provoke conversation on what 'being in business' means to Australians.”
It was initially speculated Samsung was behind the stunt. When AdNews approached the brand last week, it denied knowledge of the campaign, and has since come out with a statement denying its involvement with the 'Wake Up' initiative.
Samsung said in a statement: “It's great to know we're front of mind with parts of the media as well as a good few bloggers when it comes to discussing campaigns like “Wake Up”. As a market leader in smartphones we think Australians have already woken up to the multitude of choices available, but kudos to whoever is behind the campaign - clearly its captured significant attention in the market and we are as keen as everyone else to discover who is behind it.
"As ever, we look forward to providing all Samsung fans (and potential recruits) with even more freedom of choice in the future through our innovative range of smartphone devices.”
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