An Apple a day keeps the doctors away
An Apple a day keeps the doctors away - a health tip often used on children but has seemingly evolved to become relevant to youngsters and adults who love the classic, sleek and minimalist brand that is synonymous to Tech. Apple has undoubtedly penetrated the smartphone industry with its constant innovations, successfully clinching second place in terms of global smartphone market share and has been ranked Top 5 consistently since 2009.
iPhones, Macbooks and Apple Watches aside, any other person would have seen an Apple advertisement running somewhere - be it on their social media pages despite being an Android user, or on the giant LED screens on the outside of buildings along the streets in town. What catches the attention of passers-by isn’t the size of the screen with colours apart from monochrome, but the content that captivates you and actually makes you go... “Wow”.
So what is Apple’s secret to grab your attention, and money?
Billboards and other “outdoor expressions” hold a special place in a transient world, said Myhren, Apple’s VP of marketing communications, during his Wednesday keynote speech at Adweek’s Elevate: Out of Home event. “We absolutely love outdoor. It breaks all the rules of today’s fast and temporary and fractured digital culture”, he said, adding that it was everything that most of marketing these days is not.
Here are the key things that we can extract out of Apple’s prominent and well-known “Shot on iPhone” strategy, and perhaps apply them to the marketing that we are actively trying to boost:
1. Keep it Simple, Steve
Apple essentially followed the principle designed by the US Navy in 1960 - KISS (Keep It Simple, Stupid) - and this has been undisputably applied in its glaring minimalistic designs of its products and UI/UX which many have accidentally fell for.
2. Make your Ads Striking - and smart
Pardon the oxymoron from the previous tip, but oxymorons are definitely an ingenious method of capturing viewers’ attentions and getting their brain juices flowing. The same goes for Apple’s “Shot on iPhone” campaigns, where capturing outdoor shots or even those of wildlife with such a simple, minimalist and sleek product has quietly creeped into the likes of many.
3. Market with a cause
Artistic shots with big brain power doesn’t guarantee success. Neither will this, but marketing with a cause and intent to touch consumers’ hearts will definitely increase those chances. Apple’s already famous “Shot on iPhone” campaign had evolved to highlight key moments such as national holidays and even Australia’s vote to legalize same-sex marriage.
Marketing isn’t easy, and the competition is wild with the proliferation of digital media all around the world. Nevertheless, we are constantly learning to improve ourselves and the content we want our clients and viewers to digest. If you want to be a part of us, feel free to contact us - at BCD, our focus is YOU.
