The Storm was the first touchscreen phone from BlackBerry. Since they wanted to stand out from the crowd, they found a way of making a touchscreen that actually clicks when you touch it.
This launch kit went out to executives, stores and the press in order to create buzz around this innovative new feature. The centerpiece of the kit is a "Pat the Bunny" style book for executives explaining the features.
In addition, the kit included a pre-loaded phone, high-quality headphones, a usb drive with information guides, and other swag.
The book itself was very popular with recipients, and won two awards for the agency.