Apple

Innovative Wheelhouse
Haidy Andrada
Abigail Fesl
Josh Massaro
Aaron Whitcher
Jason Wojcik

Creativity

Shot on iPhone 6 campaign focused on the

user and his/her ability to create.

The consumers drove the campaign.

Ads were from users who sent pictures of their

favorite scenes taken with their iPhone 6.

Apples campaign promotes and utilizes the

users creativity.

The relevant connection between the brand and

its target audience is that the pictures and videos
are taken by iPhone 6 users.
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Branding
Identity

Logo: Simplified bitten apple. It has come in

different variations, like, white, black, chrome,
and rainbow.

Tagline: Think Different

Branding
Architecture

Headquarters: Cupertino, CA

Apple store

Uncovering Insights

Primary Research
Survey

A survey was conducted on Qualtrics.

There were 12 questions.

The questions were regarding Macs

customer satisfaction

product features

branding.

Over 200 people took the survey

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Survey Questions
1.

How many Apple products do you own?

8.

How important is battery life for the Mac?

2.

How many years have you been an Apple user?

9.

Have you benefited from Apples Education

3.

How satisfied are you with your Apple product(s)?

4.

Do you use a MacBook, a MacBook Pro, or a

services?
10.

MacBook Air?
5.

How many hours per week do you use your Mac

6.

For what purpose(s) do you use your Mac?

7.

What do you look for in a Mac product?

How important is it to you that Apple has special

discounts for students?

11.

What is the most important factor when choosing

Mac over other competitors?

12.

How often do you think about switching from Mac

to another brand?

Survey Results
1.

Out of 200 respondents, 45% of users said they

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owned at least one to two Apple products.

2.
3.

8.

54% said that battery life is very important.

or more years.

9.

54% of users said they have never heard of Apples

49% of users said they were satisfied with their

6.

Education services.
10.

64% of users said they use a MacBook Pro, 22% use

a MacBook Air, and 14% use a MacBook.

5.

56% said they look for long battery life.

66% of users said they have been an Apple user for 5

Apple product.
4.

When asked what they looked for in a Mac product,

71% said it is very important for Apple to have

special discounts for students

11.

84% said the quality of the products was the most

Half of the respondents said they use their Mac for

important when choosing a Mac over the

16 to 24 hours a week.

competitors.

91% said they use their Macs for both personal and
business purposes.

12.

59% of respondents said they never think about

switching to another brand, while 35% said they
sometimes think about it.
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Secondary Research
What are the trends in the clients industry?

What do the consumers think of the client and its competitors?

Apple is usually the trendsetter.

According to the survey, Apple users are loyal to the brand.

Apple made the first personal computer, the first

One a consumer uses an Apple product, they are more

smartphone, and the first smartwatch.

Apple continues to set the standards of the technology

likely to buy another Apple product.

Many consumers believe Macs are higher quality and less

industry.

prone to problems and viruses.

How does the client compare to its competitors?

What real or perceived differences make the client special?

Mac vs PC ads helped start wars between fans.

Apple products are customizable and user-friendly.

Mac vs. PC wars are now over.

Stylish, lightweight, and long battery life.

Compatibility across platforms.

Prestige/high quality.

Industry

Apple is number one on the Worlds Most Valuable

Brands list (Forbes, 2015)

The Macintosh has gone through many

transformations over the years.

Known for its stylish design, high performance

levels, and competitive pricing. (Mallin and Finkle,
2011)

The Mac has held its position as the brand leader

since its creation in 1984 (Mallin and Finkle, 2011).

Apple continues to set trends.

Multibillion dollar company

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Company

Apple has been in business since 1977.

Started up by Steve Jobs and Steve Wozniak.
High points: Macintosh, MacBooks, iPhone, and iPod.
Low points: Apple Watch
Lives by 3 principles: empathy, focus, and impute.
(Allen, 2011)
Tries to create personal connection to customers
through products
Most heavily covered technology company. (Pew
Research Center, 2010)
Recently joined up with ConnectEd to help support
schools and students with its products.

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Brand

Apple Corporation is one of the most

profitable, and socially influential companies
that ever existed. (Kubilay, 2015)

Think Different Ad campaign

Get a Mac Ad campaign

Each Macbook that is released is lighter and

faster than the last.

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Consumer Analysis

Students have a favorable attitude towards Macintosh computers for their youthfulness and stylish
appeal. (Nevid and Pastiva, 2014)

Consumers liked PC for being reasonably priced and good for gaming.

Emerging users tend to be students

300 stores worldwide

36% of sales come from domestic customers. Its international markets include Europe, China, Japan, and
the Asia/Pacific region. (Vault, 2014)

Branding strategy focuses on emotions

Provides excellent customer service.

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Competition

Biggest competitor: Microsoft.

A consumer will be more likely to purchase a product if he/she can

experience it first and understand why it is worth the purchase.

A More Human Way to Do Ad campaign for Windows 10 focuses

on the future "new generation" who will grow up with new
technologies like voice interaction, touch screens, digital pens and
more that will be supported by Windows 10.

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Diversity

Shot on iPhone 6 campaign used photos

taken by real users on their iPhone 6. The
photos were taken of anything from people
to places to animals.

Ethnic groups dominate the purchases of

numerous products and services.
(Drewniany and Jewler, 2012, p. 65)

Website features people of all ethnicities.

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Strategy
Target Audience:
College students
Ages 18-22
Students who want a laptop that is lightweight,
has long battery life, and is good quality.

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Strategy
Big Idea: MacBooks have everything a college student needs for school work. Promote benefits of owning a
MacBook like low battery life and student discount.

Tone of voice: Friendly, informative, trendy, modern

Competition: Microsoft PC/Windows

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Creative Brief
McCann Ericksons Role-Playing Approach
Who is the target?
College students around 18-22.
Where am I now in the mind of this person?
54% of participants have never heard of Apple
Education discounts.
Where is my competition in the mind of this person?
Microsoft has a diverse line of laptops and most
people are more familiar with them. Theyre also cheaper
compared to MacBooks.

What is the big idea?

Convince college students that with the discount,
features, and high quality, that MacBooks are worth buying.
What is the supporting evidence?
The survey shows that the majority of Apple users
are satisfied and have been long term users.
What is the tone of voice?
Friendly, informative, and modern/trendy

Where would I like to be in the mind of this person?

Promote the student discount and MacBook features
like its battery life and how its lightweight.

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Ad Ideas

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Ad Ideas

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Ad Ideas

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Ad Ideas

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Ad Ideas

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Words on Paper
The two students are sitting in the library finishing up a paper they have been working on all night.
The PC students battery dies mid-way through his paper causing him to lose all his work.
He grunts, Why does this always happen?!
The student using the Mac finishes and offers his computer because he has plenty of battery life to spare.
The PC user finishes up his work and thanks him. mentioning that he needs to get a Macbook so this issue
never happens again.

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Layouts
Best Sketch:

Actual Ad:

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Radio Ad
The radio ad will focus on the long battery life of the MacBooks.
Two students are sitting in a library writing a paper on their laptops. One has a MacBook and the
other has a PC.
The ad will use unique sound effects from both computers.
The PC user gets the low battery signal on his computer and complains that he forgot his
charger. The Mc user finishes his/her work and offers to let the PC user borrow his Mac to finish
his paper.

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Television Ad
The TV ad will be the same as the radio ad but with more emphasis on the visuals.
Two students are shown sitting in the library writing a paper for a class. One with a PC, the other
with a Mac. The Apple logo is clearly shown on the back of the laptop.
PC user complains that his computers battery is dying. and he scrounges around in his bag for his
charger only to have no luck.
Mac user mentions how his Macs battery is still going strong. He happily finishes paper, saves his
work, and offers to let his friend borrow his Mac to finish his paper so he doesnt have to run all
the way back to his dorm.

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Direct Marketing

Handouts and catalogues will be used to raise awareness of the Apple Education
discounts.
They will be sent to college campuses where they are easily accessible. Students
can also be recruited to directly hand them out.
Includes MacBook features and how it benefits students
Includes coupon for a free laptop case with the purchase of a MacBook.

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Alternative Advertising
Groupon

We suggest that Apple use Groupon, which is a website that offers deals to consumers.
Through Groupon, Apple can offer discounts for its devices, or offer a free iPad with
the purchase of a MacBook product.
Continuity programs promote repeat purchases and brand loyalty.
Apple could use this to its advantage and offer discounts and promotions for repeat
purchases.

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Alternative Advertising
Tweets
Promote the Twitter page with incentives to
take action.

Get the audience involved with Apple and

the retail stores.

Cater to the loyal Apple fans who have/use

multiple devices.

Give ideas of what users would want to ask

Steve Jobs (if he were still alive).

Make the tweet personal.

Call to action for college students to enter

a contest on their mobile device.

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Client Pitches
The Innovative Wheelhouse aims to target an audience who can become consumer for
life.
The target audience is college students around the ages of 18-22. Students need a
computer to succeed in school, and we want to help fill that need.

Campaign theme: All college students at work. The MacBook will help.

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Client Pitches
Ad 1:

Two students working hard. The PC

user has a low battery, while the
Mac user is still going strong.

Ad 2:

Will focus on diversity. University

logos will cover the apples.

Ad 3:

The Mac can be used as a

creative tool. For students
with creative interests like
art or music.

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References
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Apple. (2015). Apple and Education. Apple.com. Retrieved from http://www.Apple.com

2.

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3.

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