Dive summary:

• The BlackBerry brand is launching a $200 million campaign surrounding the release of new smartphone BlackBerry Z10 including the first ever SuperBowl commercial. 
• The marketing campaign will strive to help rebrand BlackBerry and will include various television ads, online and print ads, events, promotions, public relations efforts, partnerships with cultural figures like Alicia Keys, social media, and elaborate digital demonstrations. 
• The new BlackBerry Z10 will use the theme "Keep moving" aimed at BlackBerry's target audience who are busy users constantly "on the go."

From the article: 

"The campaign for the new BlackBerry Z10, formerly known as the BlackBerry 10, will carry the theme “Keep moving,” in a hat-tip to the psychographics of the target audience. Some ads will use the phrase “Built to keep you moving.”

People who use BlackBerry devices are “doers, achievers, people of action,” Mr. Boulben said. 'They are about getting things done, success-oriented, multitasking and hyperconnected.'"