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The goal is to try to influence people in college ages 18-25 to purchase the iPhone 5. I think that this would be the best target audience because many people in this age group are early adopters and trendsetters. If you can influence this age group to purchase the iPhone 5 then other age groups and people in different segments will follow and buy the iPhone 5 also. This group of people often tells family members, friends and relatives about their mobile device, as they are always using it in front of others. This segment also likes to talk about their device and all the reasons why they like it. There is no better endorsement than a happy customer telling a friend or relative.
The goal of the campaign is to raise the market share that Apple holds in the smart mobile device market. We hope to achieve a raise of 19% market share to bring iPhone market share up from 39% in 2012 to 50% in 2013. We will know the campaign was a success if we achieve our goal of a 19% rise in market share with the iPhone 5 in the Smartphone market.
The big idea that I have is to show off apps and features of the iPhone and the app store that would be useful to a college student. These apps and features will be show in a way that makes them sound exclusive to the iPhone whether competitors have similar features and apps or not. We will have an actor that is used in all the campaign images that features an average looking 21-year-old college student named “Steve”. The idea is that Steve is a real person that goes through average days in the life being a college student and has struggles like every other college student that he encounters daily. Every time he is faced with a struggle the iPhone 5 and one of it’s many apps is there to save the day and help him continue on worry free.
Tools and Tactics:
Steve writes his own travel “blog” which he updates weekly about his travels to different colleges and universities, that he makes every weekend. He writes about his travels and all the things that he did while at the college, always including something about his iPhone and how the phone came into play throughout the day. Steve also updates his blog with a more personal side including his love for technology and the handiness of his iPhone 5. Steve has a Facebook and Twitter page where he promotes his blog, and talks about everyday college things such as good food, music and school issues. His updates are always from his iPhone 5. Steve also loves taking pictures when he travels and his favorite way to do so is via Instagram. He loves his iPhone 5 so much that he has a goal to have a picture taken with him holding his phone in the picture at every college in the country. Steve updates his Instagram with pictures of him and his phone along with pictures of the colleges, restaurants, bars and parties that he attends while traveling.