Digital Digest #1 MRK634 SAA

1. Apple
Silhouette Ad Campaign

2. What is it?
• Started in 2003, the famous campaign
meant to push iPod sales.
• Showcased black silhouettes dancing to
music in front of a colorful background.
• With creative and eye-catching color
blocking, the only white would be the
earbuds and iPod being sold.
• Integrated to prints, tv ads, newspapers,
billboards, posters, and anywhere else you
consumers could visually see.
• In Tv ads played notable musicians' music
was playing such as Black Eyes Peas, and
U2.

3. Example of a
TV ad for
Apple’s
Silhouette
Campaign

4. How Successful Was the
Campaign After Launch?
• Over two million iPods sold in first year being launched
• Advertising Age magazine named Apple “marketer of the
year” due to the campaign
• Three months into the campaign iPod sales were up 50%
compared to previous quarter
• iPod gained the biggest market share in the MP3 industry
• Campaign was seen everywhere and made iPods trendy
• Campaign now considered a classic, with different new
variations surfacing

5. Why I Believe
it Worked
• The Campaign starred anonymous silhouettes,
this allowed consumers to visualize themselves
dancing and listening to music
• The color popping effects placed eye catching
emphasis on the iPod
• During an era where technology was just
advancing (2003), this campaign portrayed
technology being “cool” rather than it being
“nerdy”
• It was integrated everywhere not just TV ads. It
was constantly in front of consumers eyes.
• Had notable celebrities like U2 and Black-Eyed
Peas behind the brand

6. References
• Geffen, Sasha. The iPod May Be Dead, But Those Iconic Ads Still
Shape The Way We See Music. 12 May 2016. 8 October 2022.
<https://www.mtv.com/news/rm8h8l/ipod-ads-in-music-
culture>.
• MBA Knowledge Base. Case Study: Apple iPod Silhouette Ad
Campaign. n.d. 9 October 2022.
<https://www.mbaknol.com/management-case-studies/case-
study-apple-ipod-silhouette-ad-campaign/>.
• The Pop History Dig. "The IPod Silhouettes". n.d. 7 October
2022. <https://pophistorydig.com/topics/ipod-silhouettes-
2000-2011/>.