Lavanya Selvaraj's Blog

APPLE ~ Advertising Strategy

Posted on: April 20, 2012

Marketing is composed of Advertising, Sales, Building and maintaining customer relations and business development strategies…….. Therefore in order to achieve success of the marketing product, it is imperative to understand how advertising influences consumer behaviour and helps companies in increasing demand of the product…….

It’s the story of one of the most successful campaigns in the history of advertising – Apple’s  ‘Think different’ campaign

It not only explains an original idea or a beautiful ad, the campaign actually worked, and how…

During the 90’s Apple was in a crisis, and with only one campaign they have managed to climb out of this slump.

Steve Jobs once said:

“It only took 15 . . . 30 . . . may be 60 seconds to re-establish Apple’s counter-culture image that it had lost during the 90s”.

Here you can see the television ad, but make sure you click continue to read the entire story and to see the amazing print campaign.

HISTORY

In 1977, Steve Jobs founded Apple together with Steve Wozniak, Ronald Wayne and Mike Markkula. In 1985 Jobs resigned from Apple after losing a struggle with the board of directors. From that point on John Sculley, the CEO of Apple, made significant changes to the marketing strategy. He was not fond of the legendary 1984 ad.

But Jobs, Bill Campbell, Steve Wozniak, and Lee Clow (the creative director at Chiat/Day) convinced him to air it anyway and it became one of the most popular TV commercials in history.

In 1985 Apple was not so lucky with it’s Lemmings ad, it was a complete flop. This led to the termination of the contract with Chiat/Day, which had handled Apple’s PR for its entire history.

Lemmings Ad



From that point on Apple focused on more conventional ads. May be this was the cause (maybe not) of the deterioration of Apple’s image. By that time Apple had lost hundreds of millions and cut thousands of jobs. Steve Jobs was disgusted by this and slowly regained control of the company. One of his top priorities was a renewal of Apple’s image.

Lee Clow and his team from TBWA Chiat/Day said that Apple should be aligned with the creativity of personalities and people making an impact on the twentieth century.

They presented a new slogan and for Apple’s ads:

THINK DIFFERENT  (perhaps a reference to IBM’s famous “THINK IBM” slogan).

Jobs gave the group 17 days after approval to complete the entire campaign. That included the television commercial and billboards. A similar campaign for another client would have taken much longer just to get rights to the images. But Jobs pulled some strings to get usage rights from celebrities including Joan Baez and Yoko Ono (once a neighbour). If Clow had approached these people, he would be another adman. When Jobs called, he was a friend.

It all begun with the television commercial, which first aired on Sept. 28 1997, followed by the print ads, billboards and posters. In 1998 the television spot won the second annual primetime Emmy Award for best commercial from the Academy of Television Arts & Sciences (ATAS). The ad also won a Belding, a Silver Lion at Cannes. The long-term campaign won an Effie award for marketing effectiveness.

THE CAMPAIGN:

The campaign consists of two main parts, there is a television commercial and a print campaign.

The television commercial features black and white video footage of significant historical people of the past, including (in order)

Albert Einstein

Bob Dylan

Martin Luther King

Jr.,Richard Branson

John Lennon (with Yoko Ono)

R. Buckminster Fuller

Thomas Edison

Muhammad Ali

Ted Turner

Maria Callas

Mahatma Gandhi

Amelia Earhart

Alfred Hitchcock

Martha Graham

Jim Henson (with Kermit the Frog)

Frank Lloyd Wright and

Pablo Picasso.

The commercial ends with an image of a young girl, Shaan Sahota, opening her closed eyes, as if to see the possibilities before her.

The text of the campaign is narrated by the American actor Richard Dreyfuss. Rumours say that Steve Jobs wrote the original text, for this spot it’s been changed a little.

Text: Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do.

 

APPLE ~ Think Different ~ Successful Ad

 

 

The print campaign was much more elaborate than the television commercial. Over the years there have been dozens of different personalities on the posters. Few print campaigns are as follows:

 

Mahatma Gandhi
Was the pre-eminent political and spiritual leader of India during the Indian independence movement. He was one of the gentlest of men, a devout and almost mystical Hindu, but he had an iron core of determination. Nothing could change his convictions.

 

 

Nelson Mandela
Served as President of South Africa from 1994 to 1999, the first South-African president to be elected in a fully representative democratic election. Before his presidency, Mandela was an anti-apartheid activist.

 

 

After the first campaign, Apple started sending complimentary posters to public schools across the nation featuring different celebrities (including Pablo Picasso, Jane Goodall, and Ron Howard) to hang in classrooms.

 

Does this story proves, great advertising strategy has been known to improve the performance of many businesses, and the most successful companies and products are usually recognized as such……..???

 

Source: http://www.forbes.com/sites/onmarketing/2011/12/14/the-real-story-behind-apples-think-different-campaign/

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