7. BACKGROUND – FACTS
• Think Different – September 28 1997 - $90 Million
• Produced by TBWAChiatDay
• First spot featured by voiceover by actor Richard Dreyfuss
• AD was collaborative work by Jobs and Lee Clow
TARGET MARKET
• Designers and Desktop Publishers
• Educators and Students and
• Home Users
• To prove that we as company are still here and will fight for brand!
8. COMPETITION
• Dell, Compaq and IBM
• Market share fell to 2.8%(1997) from 14% (1993)
• IBM – “Solutions for small planet” $140 Million
• Dell – “BE Direct” $60 Million
• Compaq- $50 Million
• Microsoft – “Where do you want to go today”!
9. MARKETING STRATEGY
• Was to stop acting like a computer company and start
acting like a company dedicated to creative thinking!
• ‘Think different’ celebrates the soul of the apple brand-
that creative people with passion can change the world for
the better.
13. BACKGROUND – FACTS
• Products looked up were eMac, OS X Operating System,
G4 Processor, iPod and a new flat screen monitor.
• Market share held was only 5% in US and 2-3 %
Worldwide.
• Executed by TBWAChaitDay - $75 Million
• Hired Errol Morris !
• First aired on June 10 2002
• 51 new Apple Stores were opened!
14. TARGET MARKET
• 95 % of Computer users!
• Those 10000 who write to us Daily
• Myth of apple being a brand only for those
who have already used a PC
• Favorable response : 30-39 year olds 23%
• Worst Response : 47% - 18-24 year olds
15. COMPETITION
• MICROSOFT! 93% Share in Operating Systems
• Countering Microsoft website featured real stories of
people who switched to Microsoft for Macintosh.
• HP Compaq market leader with 16% Share
• Dell with 15.7% Share