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The Campaign

  • Apple was too associated with the computer
  • 49.6 million spent on the campaign between January and August of 2004.
  • TBWA\C\D earned a Global Effie from the New York American Marketing Association and a Kelly Award from the Magazine Publishers of America
  • early forecasts for iPod sales were $400 million, product improvement and the ‘‘Silhouette’’ campaign helped Apple reached an incredible $1.2 billion in net sales

Media Channels

Target Audience

Commercial Ad

Strategy

  • Wanted to appeal to a wide audience
  • PC users
  • President George W. Bush and Queen Elizabeth owned iPods
  • Most popular with 25-29 year olds
  • The goal of the ads was to create a sense of lifestyle & become part of pop culture
  • The silhouette style people made the images very relateable,

"This could be you"

  • Music accompanied television ads
  • First silhouette ad was released in October 2001 in Los Angeles on a billboard
  • On September 15 TBWA\C\D launched ‘‘Silhouette’’ print ads in newspapers.
  • Duncan Milner and Eric Gunbaum directed the campaign’s first television spot,
  • print ads used taglines such as ‘‘Welcome to the digital music revolution’’ and ‘‘More than 1 million iPods have been sold.’’

Background

  • Founded by Steve Jobs, Steve Wozniak and Ronald Wayne.
  • April 1, 1967
  • Worlds second largest information technology company
  • Worlds third largest mobile phone maker
  • 182 billion total revenue in 2014

The Creative Approach

The iPod

Advertising As Art

  • The silhouette campaign promoted the new iPod
  • Released in November 2001
  • Became the worlds best selling MP3 player by 2005
  • Wanted to define the fun associated with the iPod brand

Silhouette styled "ipod people" against a bright and colorful backdrop

pictured dancing or striking a pose

The ipod and headphones were white to really stand out in the image

Critique

When the Ad campaign was first proposed Steve Jobs was concerned about its effectiveness

The Campaign did not:

  • explain the product (ipod)
  • demonstrate how to use product
  • or give the key consumer benefit

This was the 1st add for apple that did not focus on craftsmanship

The Results

The 'ipod people' ads were wildly successful, became apart of pop culture.

Results Continued

  • Gained a large following for both the iPod and the iTunes music store

  • 3 months into campaign apple reported iPod sales were up 50% from previous quarter

Bibliography

Apple Silhouette Campaign

Doyle, Jack. "Marketing Campaign Case Studies." SILHOUETTE CAMPAIGN. PopHistoryDig.com, 9 Dec. 2011. Web. 21 Apr. 2015.

Anderson, Mae. "Apple Silhouettes do the iPod Shuffle www.adweek.com January 13, 2005

marketing-case-studies.blogspot.com Februray 28, 2008

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