SHOT ON IPHONE
APPLE "SHOT ON IPHONE" THE CAMPAIGN * The campaign was created to demonstrate the impressive new camera, leaving any other features of the device unmentioned. * Incorporated were photos from 77 users, across 25 countries and 73 cities. iPhone 6 users were invited to post their best shot images on social media with the hashtag “Shot on iPhone”. * Apple selected images from different demographics in order to display these images on over 10,000 billboards around the world. Apple also used those submitted images in newspapers, magazines and short TV adverts (McConnell, 2016). * Over the years Apple developed a solid brand personality. Most brands aim to embody the desired personality of its users, as a product with a particular branding can enhance self-perception in connection with the brand’s personality (Park and Jones, 2010). * Apple as a brand stands for innovation, dreams and aspirations, hopes and imagination. Particularly, millennials seem to exemplify such personali