UNIVERSAL BUSINESS SCHOOL

Integrated marketing communication Assignment

OnApple

Top 10 IMC Campaigns Submitted by: Ronak Nitin Modi

MBA3-1355

APPLE

" 1984 "   Super Bowl

The commercial opens with a dystopic, industrial setting in blue and grayish tones, showing a line of people (of ambiguous gender) marching in unison through a long tunnel monitored by a string of telescreens. As she is chased by four police off wearing black uniforms, helmets with visors covering their faces, and armed with large night sticks, she races towards a large screen. The runner, now close to the screen, hurls the hammer towards it, right at the moment Big Brother announces, “we shall prevail!” In a flurry of light and smoke, the screen is destroyed, shocking the people watching the screen. The commercial concludes with a portentous voiceover, accompanied by scrolling black text.

On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like “1984.”

Super Bowl viewers were overwhelmed by the startling ad. The ad garnered millions of dollars’ worth of free publicity, as news programs rebroadcast it that night. It was quickly hailed by many in the advertising industry as a masterwork. Advertising Age named it the 1980s Commercial of the Decade, and it continues to rank high on lists of the most influential commercials of all time Super Bowl '1984' was never ever broadcast again, adding to its mystique.

THINK DIFFERENT

"Think different" was an advertising slogan for Apple Inc (formerly Apple Computer Inc) in 1997 created by the Los Angeles office of advertising agency TBWA\Chiat\Day.[1] It was used in a television commercial, several print advertisements, and a number of TV promos for Apple products.

The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities. In order of appearance they were: Albert Einstein, Bob Dylan, Martin Luther King, Jr., Richard Branson, John Lennon (with Yoko Ono), 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 opening her closed eyes, as if making a wish. 

Promotional posters from the campaign were produced in small numbers in 24 x 36 inch sizes. They featured the portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner. The posters were produced between 1997 and 1998.There were at least 29 different Think Different posters created.

Upon release, the "Think Different" Campaign proved to be an enormous success for Apple Critically acclaimed, the spot would garner numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America. Even the American rap group, the Wu Tang Clan named one of their albums "Think Differently Music: Wu-Tang Meets the Indie Culture" and the cover shows the sign of the group colored like the apple logo.

GET A MAC The Get a Mac campaign was a television advertising campaigncreated for Apple Inc. Shown in the United States, Canada, Australia, New Zealand, the United Kingdom, and Japan, the advertisements in the campaign have become easily recognizable because each advertisement follows a standard simple template: against a minimalist all-white background, a man dressed in casual clothes introduces himself as a Mac ("Hello, I'm a Mac."), while a man in a more formal suit-and-tie combination introduces himself as a Windows personal computer ("And I'm a PC.").

The two then act out a brief vignette, in which the capabilities and attributes of Mac and PC are compared, with PC — characterized as formal and somewhat polite, though uninteresting and overly concerned with work — often being frustrated by the more laid-back Mac's abilities. The earlier commercials in the campaign involved a general comparison of the two computers, whereas the later ones mainly concerned Windows Vista and, later still, Windows 7. The Get a Mac campaign is the successor to the Switch ads that were first broadcast in 2002. Both campaigns were filmed against a plain white background.

Apple's former CEO, Steve Jobs, introduced the campaign during a shareholders meeting the week before the campaign started. The campaign also coincided with a change of signage and employee apparel at Apple retail stores detailing reasons to switch to Macs

One month after the start of the ‘Get a Mac’ campaign, Apple saw an increase of 200,000 Macs sold, and at the end of July 2006, Mac announced that it had sold 1.3 million Macs. Apple had an overall increase in sales of 39% for the fiscal year ending September 2006.

SWITCHSwitch was an advertising campaign launched by Apple Computer (now Apple Inc.) on June 10, 2002. It featured what the company referred to as "real people" who had "switched" from the Microsoft Windows platform to the Mac.

The advertising concept of the Mac's advantages over the PC was later revived for the Get a Mac campaign in 2006.

Due to the simplicity of the ad, many parodies surfaced on the net shortly after the campaign started. Most of the parodies lamented features they had lost due to the switch, such as the ability to play popular games and use of the right mouse button.

APPLE iPOD CAMPAIGN

Apple has used a variety of advertising campaigns to promote its iPod portable digital media player. The campaigns include television commercials, print ads, posters in public places, and wrap advertising campaigns. These advertising techniques are unified by a distinctive, consistent style.

The very first advert for the first iPod featured a man in his room grooving to his digital music collection on his Apple iBook. He drags his music to his iPod, closes his laptop, and plugs in the ear phones. He hits play and the music increases its volume. He then dances and hops around the room, then puts on his jacket, sliding the iPod into the pocket. He dances to the door and leaves the room.

The silhouette advertising campaign featured dark silhouetted characters against brightly colored backgrounds. They were usually dancing and, in television commercials, backed by up-beat, energetic music. The silhouetted dancers held iPods while listening to them with Apple's supplied earphones. The iPods and earphones appeared in white to stand out against the colored background and black silhouettes. "It had a hook that was really was captivating and didn't try to impress us with the coolness of any particular person. Instead, it did what Apple does best: it created an iconic image, which immediately came to communicate Apple and iPod.

DIGITAL HUBOn January 2001Steve Jobs introduced the public to the concept of the Digital Hub, when he said that the PC was not dead, but was evolving. Steve Jobs declared that the Mac would become  “the digital hub for the digital lifestyle,” an emerging digital trend driven by the internet and an explosion in digital devices: digital camera's, videocam's, portable music players, PDA's and DVD video players. Steve's idea was to use the Mac as a way to add value to those devices by making them more useful by allowing users to share digital files and be able to combine text, images, video and sound to heighten the overal digital experience.

Apple has consistently been able to deliver game-changing new products that raise the bar within their product category and has set a new standard in technology innovation, design, quality and performance.  This has allowed Apple to charge premium prices for the iPod, iPhone and iPad.

DO NOT DISTURB

Apple takes a stroll in dreamland in this superb spot highlighting the iPhone 5's "Do Not Disturb" feature, which silences the ringer on calls during overnight hours (or any hours you specify). It really is an incredibly fun ad. In the voiceover, Jeff Daniels talks about how great it is not to be interrupted by a call when he's having a dream about the Williams sisters. 

FACE TIME EVERYDAYApple's commercial effectively paints FaceTime as more than talking at an iPhone, it is a way of expressing feelings that are otherwise difficult or impossible to communicate.

Apple slips in some usage scenarios, like low-light capabilities in the fireworks scene and access to the rear-facing camera in others. Some shots point out the teleconference-like abilities of FaceTime, where multiple people can gather around an iPhone for a group talk. For the most part, however, the ad concentrates on one-on-one communication. 

The ad ends with a narrator saying, "Everyday, more people connect face-to-face on the iPhone than any other phone."

MUSIC EVERYDAYThe ad starts out with a shot of a woman positioned at the far left of the screen. Hunched over a wall, she is seemingly lost in thought as she slowly touches at the air with her fingers, almost twirling the unseen strands of a rising sun's light. The tell-tale white wires and silhouette of Apple's EarPods standout in relief against an otherwise gray background daubed with out of focus browns and blacks. 

Next, a man just finishing an workout is shown, again at left of center, overlooking a city after what appears to be the end of a daily exercise routine. This is where the viewer catches their first glimpse of a product, a black iPhone 5, but the device is largely hidden in the hands of the runner.

The ad moves quickly from one scene to the next, the common physical thread being the iPhone and EarPods, but a more important underlying theme is the music the characters are listening to. This music goes unheard by the audience. 

PHOTO EVERY DAY"Photos Every Day," marks the return to a focus on hardware last seen in September when the iPhone 5 first launched. 

Unlike those commercials, which had a humorous tone and playful music, the latest iPhone spot, which shows people using the smartphone's camera, has a more "dramatic" feel. The newest ad is also a departure from the latest app-centric campaign touting the hundreds of thousands of apps available across all iOS devices. 

Only one line of dialogue makes its way into the ad, with the narrator saying at the end of the one-minute long spot, "Everyday, more photos are taken with the iPhone than any other camera."