Jon Laughlin | id: 215328467 | username: jonlaughlin | firstname.lastname@example.org
For many being given the opportunity to come up a singular ad for a company’s product would be exciting and fun, having the freedom to let all their creativity out onto the world would seem like an artists dream come true. Unfortunately for most designers this opportunity never usually comes, a more likely scenario involves a detail plan and strict regulations to ensure the ad conforms with the business image, and that the ad is used in the correct marketing media to maximize exposure (Blakeman, 2015).
With the proliferation of the information age and the connected world marketers must now consider more than just your traditional means of marketing. Where historically companies could choose between TV, print or radio, they now must consider the internet and social media, pay and on-demand TV, and a plethora of new and evolving avenues. While this fragmentation of marketing can make it harder to reach customers on a frequent basis, it also opens up new and exciting opportunities.
The tech industry is highly competitive so for a company the size of Apple to maintain its market share it must reach deep into multiple mediums to ensure consumers remain aware of its brand and its products. Although compared to its competitors the marketing budget for Apple remain small ($3.5 billion US was spent in the 4 quarters prior to November 2015 compared to $8.8 billion by Google in its previous 3 quarters (Satariano, 2015)), Apple has made some smart choices in its marketing planning.
One of Apple’s more recent marketing successes has come from its “Shot on iPhone” campaign. The premise behind this campaign is that Apple sourced multiple photos from social media sites, taken by everyday uses, and used these photos on their billboards around the world. In total the first campaign was used on over 10,000 billboards in 25 countries and is said to have been seen 6.5 billion times (O’Reilly, 2016). While it is suggested billboard advertising needs to be viewed a lot more frequently than to other mediums to be successful (Murray & Jenkins, 1992), the sheer volume of views from all around the world must have a positive impact for Apple.
This ad campaign does so many right things for Apple in such a simple way. The images themselves mimic the look of Apple, they are simple and clean, have a classic yet modern feel and are bold and aesthetically pleasing (Mimaroglu, 2015).
Despite being a tech company Apple has always tried to emphasis the human side of their brand, they try to bring an emotional, personal element to their products and portray it as an extension of life, not a deviation from it. These ads use powerful emotional images to advertise a piece of technology. Usually phone or camera ads will use statistics and numbers to prove how powerful their hardware is, these Apple ads use the product to sell itself, perhaps suggesting “Our photos are so detailed they can be made into huge billboards!”.
Every image contains a caption with the name and location of the photographer. This small, but immensely important feature emphasizes to the consumer that they too can obtain images of this quality. This empowers the consumer and increasing their trust that the product can be used the way it’s advertised (Schimmelpfennig & Hollensen, 2016).
The success of these ads prompted Apple to integrate it into other mediums. Short videos were created and aired through television, cinema and the internet. Print media was used to showcase the photos, particularly through magazines. The photos themselves were carefully hand selected to match their physical location and maximum impact was achieved simply by matching the photos genre in their respective publications, such as sport, food or travel. A recent promotion by Apple allowed customers to create their own Mothers Day Shot on an iPhone video.
Social media played a massive part of this campaign despite not actually being used to show any ads. All the photos used were commissioned through social media sites and found using the tag #shotoniphone6. This ingenious idea not only helped promote the brand and campaign but it also allowed a method of measure for Apple who could identify the growing number of tags used. Accessibility of social media allows for significant exposure at a relative low cost (Schlinke & Crain, 2013).
This campaign, in all its simplicity, went a long way in promoting the Apple brand. It fit well with the company image and used a variety of mediums to promote a singular theme. Apple are currently on their second iteration of this campaign and I imagine it will continue to grow and branch out further then we can imagine.
Blakeman, R. (2015). Integrated Marketing Communication: Creative Strategy From Idea To Implimentation (2nd Edition ed.). Integrated Marketing Communication: Integrated Marketing Communication.
Mimaroglu, A. (2015, Dec 25). The 5 Most Innovative Marketing Campaigns of 2015. Retrieved May 9, 2016, from Entrepreneur: https://www.entrepreneur.com/article/254096
Murray, G., & Jenkins, J. R. (1992). The concept of “effective reach” in advertising. Journal of Advertising Research , 32 (3), 34-42.
O’Reilly, L. (2016, Feb 4). Why Apple is rebooting its ‘game-changer’ billboard ads. Retrieved May 8, 2016, from Business Insider: http://www.businessinsider.com.au/why-apple-is-re-running-its-shot-on-iphone-ad-campaign-2016-2?r=US&IR=T
Satariano, A. (2015, Nov 30). Apple Is Getting More Bang for Its R&D Buck. Retrieved May 8, 2016, from Bloomberg: http://www.bloomberg.com/news/articles/2015-11-30/apple-gets-more-bang-for-its-r-d-buck
Schimmelpfennig, C., & Hollensen, S. (2016). Significant Decline in Celebrity Usage in Advertising: A Review. The IUP Journal of Marketing Management , XV (1).
Schlinke, J., & Crain, S. (2013, March). Social Media from an Integrated Marketing and Compliance Perspective. JOURNAL OF FINANCIAL SERVICE PROFESSIONALS .