The Rock x Siri Dominate the Day

1. Assignment on Digital Digest 4
iPhone 7 | The Rock x Siri Dominate the Day |Apple
Ridwan Hasan - 125622191
Merry Tamrakar- 132915174

2. Campaign description
Apple was 1st introduced Siri in 2011 which was the 1st virtual
Assistant on Smartphone of that time . In 2017 humorous ad
campaign “Rock X Siri: Dominate the Day” of Apple brand for
iphone 7 presented unique capabilities of Siri for The Rock,
Dwayne Johnson for managing this ambitious daily busy life.
In this ad video it shows the actor Johnson had a variety of
bucket list for the day like performing a traditional Japanese
Koto music and from shooting his movie to taking a selfie by
iPhone 7 in Space and also launching his product line were all
accomplished with the help of Apple’s virtual assistance

3. Situation Analysis
● During 2017 Some of the other virtual
assistant like google assistant and Cortana
was doing really well and had some new
features.
● On the other hand there were lots of
people claimed that these other virtual
assistants are more useful than siri.
● As Apple was the first company who
introduced virtual assistant on
smartphone in 2010 by their iphone 4s,
they have to come up with some new idea
and updated features to hold their
position in the market.
Competitors

4. What they did
They have updated their Siri Software and promote Siri in
new way with the Hollywood superstar Dwayne Johnson.
In their commercial they have portrayed:
● How people use siri in a different way in their day
to day life.
● How people can become more active by using siri
● How easily people can do multiple tasks by using
siri
● How Siri will be helpful for the people to organize
their day to day life

5. Effectiveness of this Campaign
● By doing this campaign the were trying to keep
their position in the smartphone industry.
● In the whole video the facused how a extremely
busy celebrity can make his life easy by using siri
and iphone which emphasized normal people to
use siri more and also try distinguish themself
from the other brand.

6. Campaign Reach
● The ad featuring the famous celebrity Dwayne Johnson,
known mainly as The Rock, helps the Apple iPhone brand
stay on top with 13 million views on the July ad
leaderboard in youtube
● This inspiring full-length video has been promoted on
various social media platforms, including Facebook and
Instagram.
● In June, Apple Company announced during the developer
conference that Siri has being used more than 375 million
iOS devices every month
● Rock is one of Hollywood's highest-paid stars with broad
social media access to its subscriber and used to
communicate its new Apple ad to its subscriber via social
media through Twitter
● Rock has over 108 million subscribers on Instagram,
sharing an encouraging video of himself communicating
directly to his iPhone, mostly in his traveling workout.

7. How it impact
• The campaign Apple partnered with The Rock focused more on Siri by presenting extended
advertisement to created an importance of Siri function presented in Apple product and it benefit
of using it
• It also presented a great impact to Apple users as it showed the great organizational skills and
capabilities that users can get through Siri’s assistance stored in the Apple product
• Also by promoting the Apple brand by the Celebrity Dwayne Johnson it increased brand
awareness in the social media as Johnson is especially known for posting motivational quotes
and emphasize on the importance of hard work ethics through Siri’s capabilities in day to day life
• Apple proved to do extensive promotion of its voice assistant Siri featuring highest paid actor
in 2016 according to Forbes Dwayne Johnson to stay ahead in the market from competitors like
Amazon’s voice assistance Alexa and Google Assistant
• Also apple has products like HomePod, a smart speakers which uses Siri to carry out its tasks
and many other products, So with this campaign it promotes overall product of Apple brand as a
whole

8. How the sales effect
Through the ad campaign, apple has
increased its sale revenue of $52.6 billion, an
increase of 12 percent from the year-ago
quarter, and quarterly earnings per diluted
share of $2.07, up 24 percent.
International sales accounted for 62 percent
of the quarter’s revenue.
According to the data presented it showed that sales of Apple
product increased from 2014 to 2017. However, in 2017 it
increased up to 22.4% due to its strong marketing strategies
and having huge coverage in the market for gaining customer
attention

9. Conclusion
Apple is always very smart with their marketing. This is also one of the best campaign that apple made. This
campaign was very important for apple because Siri is one of the unique feature that Apple which
distinguish them from other smartphone. When other brands come with the similar kinds of virtual
assistant, At that time Apple comes up with new advertisement which help to remind people how useful
Siri is and how to use Siri effectively. This become one of big reason people will buy iphone instead of
android phones.
The technology of Siri has emerged revolution, it shows how technology has made their life easier using a
smartphone. The famous ads slogan "You should never, ever, under any circumstances, underestimate how
much Dwayne Johnson can get done in a day with Siri," has created an overall impact to the Apple brand
The combination of Siri and rock has motivated subscribers to boost sales and benefit the brands, and has
also provided them with a perfect opportunity to drive their personal assistant, enabled by using Siri

10. Work cited
Gesenhues, Amy, et al. “IPhone 7 Ad with The Rock Pushes Apple to Top of YouTube's July Leaderboard with
13M Views.” Marketing Land, 10 Aug. 2017, marketingland.com/iphone-7-ad-rock-pushes-apple-top-youtubes-
july-leaderboard-13m-views-221521.
Www, www-statista-com.libaccess.senecacollege.ca/statistics/242269/apple-iphone-in-the-usa-sales-since-
2nd-quarter-2007/.
Umoh, Ruth. “Starbucks Expands Mental Health Benefits, Offers Therapy To All U.S. Workers.” Forbes, Forbes
Magazine, 16 Mar. 2020, www.forbes.com/sites/ruthumoh/2020/03/16/starbucks-expands-mental-health-
benefits-offers-therapy-to-all-us-workers/#1c563a1d7698.