RIM Australia has confirmed that it was responsible for the flashmob attack on a Sydney Apple Store. The campaign against Apple titled 'Wake Up' was originally pinned on Samsung. Samsung denied it and now RIM Australia has confirmed that it was responsible via a press release after the accompanying website was traced back to RIM.
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.
The flashmob took place outside the Apple Store in Sydney; a bus full of protestors all dressed in black left the bus and lined up outside the store’s window. They then produced signs that they held up against the windows with the words ‘Wake Up’ emblazoned across them. The flashmob then chanted ‘Wake Up’ through the window at Apple’s staff and customers.
It should be noted that RIM Australia probably operates with a great deal independence from RIM corporate when it comes to marketing, with their own budget and agency. It's possible RIM corporate had little or no knowledge of the campaign, and could be finding out about it at the same time we are -- during BlackBerry World 2012. If that's the case, this probably isn't a distraction they're enjoying right now.