Advertising Creative Strategy Final Project Powerpoint

8/18/2019 Advertising Creative Strategy Final Project Powerpoint

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Apple

Innovative Wheelhouse

Haidy AndradaAbigail Fesl

Josh MassaroAaron Whitcher

Jason Wojcik


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Creativity

● “Shot on iPhone 6” campaign focused on the

user and his/her ability to create.

● The consumers drove the campaign.

● Ads were from users who sent pictures of their

favorite scenes taken with their iPhone 6.

● Apple’s campaign promotes and utilizes the

user’s creativity.

● The relevant connection between the brand and

its target audience is that the pictures and videos

are taken by iPhone 6 users.


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Branding

● Logo : Simplified bitten apple. It has come in

different variations, like, white, black, chrome,

and rainbow.

● Tagline : “Think Different”

Identity


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Uncovering Insights


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Primary Research

● A survey was conducted on Qualtrics.● There were 12 questions.

● The questions were regarding Macs

○ customer satisfaction

○ product features

○ branding.

● Over 200 people took the survey

Survey


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Survey Questions1. How many Apple products do you own?

2. How many years have you been an Apple user?

3. How satisfied are you with your Apple product(s)?

4. Do you use a MacBook, a MacBook Pro, or a

MacBook Air?

5. How many hours per week do you use your Mac6. For what purpose(s) do you use your Mac?

7. What do you look for in a Mac product?

8. How important is battery life

9. Have you benefited from App

services?

10. How important is it to you tha

discounts for students?

11. What is the most important faMac over other competitors?

12. How often do you think about

to another brand?


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Survey Results1. Out of 200 respondents, 45% of users said they

owned at least one to two Apple products.2. 66% of users said they have been an Apple user for 5

or more years.

3. 49% of users said they were satisfied with their

Apple product.

4. 64% of users said they use a MacBook Pro, 22% use

a MacBook Air, and 14% use a MacBook.5. Half of the respondents said they use their Mac for

16 to 24 hours a week.

6. 91% said they use their Macs for both personal and

business purposes.

7. When asked what they looked

56% said they look for long ba8. 54% said that battery life is ve

9. 54% of users said they have ne

Education services.

10. 71% said it is very important fo

special discounts for students

11. 84% said the quality of the proimportant when choosing a M

competitors.

12. 59% of respondents said they n

switching to another brand, w

sometimes think about it.


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Secondary ResearchWhat are the trends in the client’s industry?

Apple is usually the trendsetter.Apple made the first personal computer, the first

smartphone, and the first smartwatch.

Apple continues to set the standards of the technology

industry.

How does the client compare to its competitors? Mac vs PC ads helped start “wars” between fans.

Mac vs. PC wars are now over.

Compatibility across platforms.

What do the consumers think of the client

According to the survey, Apple userOne a consumer uses an Apple prod

likely to buy another Apple product.

Many consumers believe Macs are h

prone to problems and viruses.

What real or perceived differences make thApple products are customizable an

Stylish, lightweight, and long batter

Prestige/high quality.


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Industry

● Apple is number one on the World’s Most Valuable

Brands list (Forbes, 2015)● The Macintosh has gone through many

transformations over the years.

● Known for its “stylish design, high performance

levels, and competitive pricing.” (Mallin and Finkle,

2011)

● The Mac has held its position as the brand leader

since its creation in 1984 (Mallin and Finkle, 2011).

● Apple continues to set trends.

● Multibillion dollar company


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Company● Apple has been in business since 1977.●

Started up by Steve Jobs and Steve Wo● High points: Macintosh, MacBooks, iP● Low points: Apple Watch● Lives by 3 principles: empathy, focus,

(Allen, 2011)● Tries to create personal connection to

through products

● Most heavily covered technology comResearch Center, 2010)

● Recently joined up with ConnectEd toschools and students with its products


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Brand

● “Apple Corporation is one of the most

profitable, and socially influential companiesthat ever existed.” (Kubilay, 2015)

● “Think Different” Ad campaign

● “Get a Mac” Ad campaign

● Each Macbook that is released is lighter and

faster than the last.


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Consumer Analysis

● Students have a favorable attitude towards Macintosh computers for their youthfulnes

appeal. (Nevid and Pastiva, 2014)● Consumers liked PC for being reasonably priced and good for gaming.

● Emerging users tend to be students

● 300 stores worldwide

● 36% of sales come from domestic customers. It’s international markets include Europe,

the Asia/Pacific region. (Vault, 2014)

● Branding strategy focuses on emotions

● Provides excellent customer service.


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Competition

● Biggest competitor: Microsoft.

● A consumer will be more likely to purchase a product if he/she can

experience it first and understand why it is worth the purchase.

● “A More Human Way to Do” Ad campaign for Windows 10 focuses

on the future "new generation" who will grow up with new

technologies like voice interaction, touch screens, digital pens and

more that will be supported by Windows 10.


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Diversity

● “Shot on iPhone 6” campaign used photos

taken by real users on their iPhone 6. Thephotos were taken of anything from people

to places to animals.

● “Ethnic groups dominate the purchases of

numerous products and services.”

(Drewniany and Jewler, 2012, p. 65)● Website features people of all ethnicities.


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Strategy

College students

Ages 18-22

Students who want a laptop that is lightweight,

has long battery life, and is good quality.

Target Audience:


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Strategy

Big Idea: MacBooks have everything a college student needs for school work. Promote bene

MacBook like low battery life and student discount.

Tone of voice : Friendly, informative, trendy, modern

Competition : Microsoft PC/Windows


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Creative Brief

Who is the target? College students around 18-22.

Where am I now in the mind of this person? 54% of participants have never heard of Apple

Education discounts.

Where is my competition in the mind of this person? Microsoft has a diverse line of laptops and most

people are more familiar with them. They’re also cheapercompared to MacBooks.

Where would I like to be in the mind of this person? Promote the student discount and MacBook features

like its battery life and how it’s lightweight.

What is the big idea? Convince college students that wfeatures, and high quality, that MacBoo

What is the supporting evidence? The survey shows that the majo

are satisfied and have been long term u

What is the tone of voice?

Friendly, informative, and mode

McCann Erickson’s Role Playing Approach


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Ad Ideas


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Ad Ideas


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Ad Ideas


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Ad Ideas


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Ad Ideas


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Words on Paper

The two students are sitting in the library finishing up a paper they have been working on all

The PC student’s battery dies mid-way through his paper causing him to lose all his work.

He grunts, “Why does this always happen?!”

The student using the Mac finishes and offers his computer because he has plenty of battery

The PC user finishes up his work and thanks him. mentioning that he needs to get a Macboo

never happens again.


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LayoutsBest Sketch: Actual Ad:


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Radio Ad

The radio ad will focus on the long battery life of the MacBooks.

Two students are sitting in a library writing a paper on their laptops. One has a Mother has a PC.

The ad will use unique sound effects from both computers.

The PC user gets the “low battery” signal on his computer and complains that he

charger. The Mc user finishes his/her work and offers to let the PC user borrow hhis paper.


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Television Ad

The TV ad will be the same as the radio ad but with more emphasis on the visuals

Two students are shown sitting in the library writing a paper for a class. One withwith a Mac. The Apple logo is clearly shown on the back of the laptop.

PC user complains that his computer’s battery is dying. and he scrounges around charger only to have no luck.

Mac user mentions how his Mac’s battery is still going strong. He happily finisheswork, and offers to let his friend borrow his Mac to finish his paper so he doesn’t the way back to his dorm.


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Direct Marketing

● Handouts and catalogues will be used to raise awareness of the App

discounts.● They will be sent to college campuses where they are easily accessib

can also be recruited to directly hand them out.● Includes MacBook features and how it benefits students● Includes coupon for a free laptop case with the purchase of a MacB


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Alternative Advertising

We suggest that Apple use Groupon, which is a website that offers deals

Through Groupon, Apple can offer discounts for its devices, or offer a frthe purchase of a MacBook product.

Continuity programs promote repeat purchases and brand loyalty.

Apple could use this to its advantage and offer discounts and promotionpurchases.

Groupon


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Alternative Advertising

Promote the Twitter page with incentives totake action.

Get the audience involved with Apple and

the retail stores.

Cater to the loyal Apple fans who have/usemultiple devices.

Give ideas of what users would want to askSteve Jobs (if he were still alive).

Make the tweet

Call to action foa contest on thei

Tweets


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Client Pitches

The Innovative Wheelhouse aims to target an audience who can become

life.

The target audience is college students around the ages of 18-22. Studentcomputer to succeed in school, and we want to help fill that need.

Campaign theme All college students at work. The MacBook will help.


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Client PitchesAd 1: Ad 2: Ad 3:

Two students working hard. The PCuser has a low battery, while theMac user is still going strong.

Will focus on diversity. Universitylogos will cover the apples.

The Mac cacreative toowith creativart or musi


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References1. Apple. (2015). Apple and Education. Apple.com. Retrieved from http://www.Apple.com

2. Allen, F.E. (2011). The Three Principles That Always Drove Apple. Forbes. Retrieved from http://www

com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-Apple/

3. Bort, J. (2012). Survey Says: People Buy Apple Products Because They're The Best. Business Insider. R

//www.businessinsider.com/new-survey-on-why-people-buy-Apple-2012-11

4. Boynukalın, U., Sever, S. Öztürk, S., Uludağ, Ö., Ünal, M., (n.d.) 7.1.1. Psychographic. Apple Situation A

World. Blog. Retrieved from https://Appleanalyses.wordpress.com/7-1-1-psychographic/

https://appleanalyses.wordpress.com/7-1-1-psychographic/https://appleanalyses.wordpress.com/7-1-1-psychographic/https://appleanalyses.wordpress.com/7-1-1-psychographic/https://appleanalyses.wordpress.com/7-1-1-psychographic/https://appleanalyses.wordpress.com/7-1-1-psychographic/http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-Apple/http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-Apple/http://www.forbes.com/sites/frederickallen/2011/11/07/the-three-principles-that-always-drove-apple/http://www.apple.com/education/http://www.apple.com/education/


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References8. Chan, M. (2011). Profile of a Self-Described Mac Person vs. PC Person. Hunch.com. Retrieved from ht

com/2011/04/21/mac-vs-pc-users-profile/

9. Črnič, A. (2014). iReligion: Religious Elements of the Apple Phenomenon. Journal Of Religion And P

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10. Farfan, B. (n.d.). Company Mission Statements - Complete List of World’s Largest Retail Missions. Ab

com. Retrieved from http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-State

Mission-Statement.htm#step-heading

11. File, T., and Ryan, C. (2014). Computer and Internet Use in the United States. American Community Census.gov. Retrieved from http://www.census.gov/content/dam/Census/library/publications/2014/acs

12. Fitzpatrick, A. (2015). Apple’s Insane iPhone Sales Take Pressure off the Apple Watch. Time.com, N.P

http://time.com/3837375/Apple-iphone-sales-watch/

13. Forbes. (2015). The World’s Most Valuable Brands. Forbes. Retrieved from http://www.forbes.com/com

http://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Apple-Inc--Mission-Statement.htm#step-headinghttp://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Apple-Inc--Mission-Statement.htm#step-headinghttp://osxdaily.com/2011/04/21/mac-vs-pc-users-profile/http://www.census.gov/content/dam/Census/library/publications/2014/acs/acs-28.pdfhttp://www.census.gov/content/dam/Census/library/publications/2014/acs/acs-28.pdfhttp://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Apple-Inc--Mission-Statement.htm#step-headinghttp://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Apple-Inc--Mission-Statement.htm#step-headinghttp://retailindustry.about.com/od/retailbestpractices/ig/Company-Mission-Statements/Apple-Inc--Mission-Statement.htm#step-headinghttp://osxdaily.com/2011/04/21/mac-vs-pc-users-profile/http://osxdaily.com/2011/04/21/mac-vs-pc-users-profile/http://osxdaily.com/2011/04/21/mac-vs-pc-users-profile/


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References14. Frommer, D. (2014). The Mac is Back: Why Apple Just Set an All-Time Mac Sales Record. Quartz. Re

com/285063/the-mac-is-back-why-Apple-just-set-an-all-time-mac-sales-record/

15. Girbea, A. (2015). The 12-inch MacBook vs Ultrabooks and MacBook Air and Pro. UltrabookReview.c

http://www.ultrabookreview.com/7319-macbook-ultrabooks/

16. Hachman, M. (2015). Microsoft Announces Windows 10 Versions for Consumer and Business. PC W

17. Holly, R. (2013). Best Laptops for College Students: The MacBook is Just the Start. Geek.com. ZiffDav

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18. Kubilay, I.A. (2015). The Founding of Apple and the Reasons Behind Its Success. Procedia: Social and195. (World Conference on Technology, Innovation and Entrepreneurship), 2019-2028. doi:10.1016/j.s

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References27. Reuters. (2015). "Apple Inc (AAPL.O) Company Profile. Reuters.com. Thomson Reuters . Retrieved fro

com/finance/stocks/companyProfile?symbol=AAPL.O

28. Ribeiro, J. (2011). Apple Ranks as Most Valuable Brand. Macworld, 28(8), 60.

29. Sahoo, D. (2012). Strategic Change of Campaign at Apple Inc. Vidwat: The Indian Journal Of Manage

30. Saini, J. (n.d.) Apple Inc.’s Target Market. Apple Inc. Case Study. Retrieved from http://Appleinccasest

com/Apples-target-market.html

31. Satell, G. (2013). Why I Still Buy Apple. Forbes. Retrieved from http://www.forbes.com/sites/gregsatell

still-buy-Apple/32. Steele, C. (2014). 30 Years After ‘1984’: A Look Back at Apple’s Mac Commercials. PCMag. Retrieved

pcmag.com/article2/0,2817,2429814,00.asp

33. Vault. (2014). Apple, Inc. at a Glance. Vault.com Retrieved from http://www.vault.com/company-profi

hardware/Apple-inc/company-overview.aspx

http://www.vault.com/company-profiles/computer-hardware/apple-inc/company-overview.aspxhttp://www.vault.com/company-profiles/computer-hardware/apple-inc/company-overview.aspxhttp://www.vault.com/company-profiles/computer-hardware/apple-inc/company-overview.aspxhttp://www.vault.com/company-profiles/computer-hardware/apple-inc/company-overview.aspxhttp://www.pcmag.com/article2/0,2817,2429814,00.asphttp://www.forbes.com/sites/gregsatell/2013/05/23/why-i-still-buy-apple/http://www.vault.com/company-profiles/computer-hardware/apple-inc/company-overview.aspxhttp://www.vault.com/company-profiles/computer-hardware/apple-inc/company-overview.aspxhttp://www.vault.com/company-profiles/computer-hardware/apple-inc/company-overview.aspxhttp://www.pcmag.com/article2/0,2817,2429814,00.asphttp://www.forbes.com/sites/gregsatell/2013/05/23/why-i-still-buy-apple/http://www.forbes.com/sites/gregsatell/2013/05/23/why-i-still-buy-apple/


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Advertising Creative Strategy Final Project Powerpoint

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