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 personality traits, for it is argued that millennials embrace the positive side of globalisation and constant technological change, different from more mature generations. Moreover, millennials intend to utilise as many resources and experiences as they possibly could and believe in their own capability to make a real difference in the world (Tulgan, 2015).

* The Apple brand personality is also about simplicity and the removal of complexity from people's lives, being a genuinely humanistic company with a heartfelt connection towards its customers.

* Apple innovated the idea of content marketing further in the case of the “Shot on iPhone” campaign. Instead of producing content for their consumers, Apple used consumer-generated content in the form of images and short videos.

THE REASON WHY I HAVE CHOSEN THIS CAMPAIGN 

* It Influences Regular-Joe IPhone Owners To Experiment With Their IPhone’s Camera In Ways They May Have Never Considered.

* It Actually Increases The Amount Of Content Apple Is Able To Create. When People See These Shorts, They’re Inspired To Create Their Own, Submit Them To Apple, And Hope And Pray Theirs Is The Next Feature.


* It Gives The User A Sense Of Ownership And Competition, As These Ads Intelligently Include A Credit At The End, Associating The Clip With Its Rightful Owner.

Company background 

• Apple was established in Cupertino, Califormia on April 1, 1976 and incorporated January 3, 1977.

• Apple had 13.9% of the Smartphone Manufacturer Worldwide Market Share, whereas Samsung had 21.4%, with others making up the remaining 64.7%. Android had an advantage with its operating system being compatible on a multitude of devices, while iOS is only available on Apple Inc. products.

• The company’s best-known hardware products include Macintosh computers, the iPod, the iPhone and the iPad.

• The iPhone 6 is an Apple Inc. smartphone device. Wanting to showcase the impressive camera, Apple implored TBWA\Media Arts Lab, who in turn created the “Shot on iPhone 6” campaign.

• For reasons as various as its philosophy of comprehensive aesthetic design to its distinctive advertising campaigns, Apple has established a unique reputation in the consumer electronics industry.

• This includes a customer base that is devoted to the company and its brand, particularly in the United States.

The Target audience

• This campaign is targeted towards teenagers, college students, business people,and adults.

• The interface for the camera is friendly and easy to use so Apple doesn’t have any need to teach younger or older consumers about how to operate the product in the ads. 

• It's left open to anyone who uses a smartphone camera.

• The main idea behind this campaign was to sell the idea that the consumer could take breathtaking photographs if they use an iPhone 6. 

• Apple wants their target audience to know that anyone can take a high-quality picture in the events of everyday life.

• It is clearly observable that Apple sparked the attention through the fulfilment of its audience’s needs with the high-quality camera of the iPhone 6.

Key customer insights used 

Apple knows what it is doing when it comes to marketing. Their company is one of the greatest success stories in the modern age – and this certainly did not happen by accident.

Apple also uses psychological Marketing triggers to keep their customers coming back for more. When you own an Apple product, you fit in. But the moment you have an outdated version, you need to buy the latest one to once again fit in with the crowd. This creates an endless buying cycle within the same group of customers that will keep repurchasing every time that a new design or version is released.

Apple also focuses on targeting rather than a wide-net approach. According to a report from Research Methodology, Apple is very strategic when it comes to segmenting their audiences to optimize their Marketing efforts.

Obviously, Apple is an international brand. However, their market share varies widely depending on the market. For example, Apple owns about 45% of the American smartphone market, but it only makes up about 4% in China.

Some simple insight basics might be: 

• Where do they come from?

• What is their journey like? 

• What causes them to come, or leave ? 

• What drives our target market?

Key message of the campaign 

1. Tackle Potential Objections

Consumers are no longer passive in the buying cycle. They actively seek out the best option for them and will always have objections and questions before they buy.

2. Involve Your Audience

One of Apple’s biggest successes is creating a rock-solid community around their brand – so much so, that it has been likened to a cult in the past.

Effectiveness of creative to carry the message and how effective they were integrated of "shot on iphone" campaign

Apple’s ‘Shot on iPhone’ campaign has traveled the globe with its awe-inspiring photos and videos shot on the mobile device, from swimming with sharks to the landscapes of Dubai to exploding volcanoes. Now it turns a lens on India’s favorite sport – cricket.

The campaign gives a multidimensional portrait of the country’s collective passion for the sport. Directed by Gary Land and produced by GLP Creative for TBWA\Media Arts Lab, 'Our Game' takes the viewer on a journey from skinny alleyways to beachside pitches – all captured in vivid detail on the iPhone.

Extensive planning and four filming teams were essential to capturing varied expressions and textures of cricket with range of players, game styles, and locations, from dusty mountain plains to rooftop pitches, with players and fans young and old.

For its ability to bring to life the varied nature of the game and the vibrant personalities who play it, The Drum’s readers voted the campaign the Creative Work of the Week.

Summary 

Shot OniPhone .The purpose of this paper is to examine the impact of Apple’s “Shot on iPhone” campaign, which caught the attention of millions of smartphone users around the world (Metha, 2015). In order to understand how the tech giant caused such high engagement, this essay will analyse Apple’s brand personality, the concept of content marketing and question if Apple took advantage of societies’ behavioural disorder in regards to social media. This essay is organised into four sections: first, a brief summary of the “Shot on iPhone” campaign, followed by an analysis of Apple’s brand personality. Thereafter, the paper will deliver a short explanation of the shift from traditional marketing to content marketing before reflecting on the “Shot on iPhone” campaign. Finally, this essay will discuss the applied concepts within the campaign and in addition deliberate on other factors that might have caused the widespread engagement of the campaign. 

Results: 

• Apple selected images from different demographics in order to display these images on over 10,000 billboards around the world.

• Apple achieved vast engagement which can be easily measured by the posted pictures that included the tagline “Shot on iPhone” which accounts on Instagram alone for over 5,760,924 posts.

• “Shot on iPhone” campaign was a real success, solely by focusing on the numbers which speak for itself. The campaign was mentioned by 24,000 opinion leaders, with 95% positive mentions and, estimated 6.5 billion media impressions according to TBWA Media Arts Lab.