Advertising Creative Strategy Final Project

ADV 3101
Advertising Creative Strategy
Fall 2015
Innovative Wheelhouse
Josh Massaro
Abigail Fesl
Haidy Andrada
Aaron Whitcher
Jason Wojcik

Innovative Wheelhouse | 1
Table of Contents
CREATIVITY ............................................................................................................................. 2
BRANDING................................................................................................................................ 3
UNCOVERING INSIGHTS .......................................................................................................... 5
Primary Research ................................................................................................................... 5
Secondary Research ................................................................................................................ 7
INDUSTRY......................................................................................................................... 9
COMPANY........................................................................................................................11
BRAND..............................................................................................................................14
CONSUMER ANALYSIS...................................................................................................16
COMPETITION.................................................................................................................21
DIVERSITY...............................................................................................................................24
STRATEGY...............................................................................................................................25
IDEAS .......................................................................................................................................27
Pics of 20 Creative Advertisements .........................................................................................27
Industry Professional Feedback ..............................................................................................33
WORDS ON PAPER...................................................................................................................36
LAYOUTS.................................................................................................................................37
RADIO ......................................................................................................................................38
TELEVISION.............................................................................................................................39
DIRECT MARKETING...............................................................................................................40
ALTERNATIVE ADVERTISING ................................................................................................41
CLIENT PITCHES......................................................................................................................43
REFERENCES ...........................................................................................................................47

CREATIVITY
Apple Inc’s campaigns have consistently promoted creativity. Until recently, Apple’s
campaigns were mostly focused on the creativity of the product. The most recent campaign
focused mostly on the user and his capability to create. The last iPhone 6 campaign was called
“Shot on iPhone 6.” The advertisements were from users who sent pictures of their favorite
scenes that were taken using an iPhone 6.
According to Drewniany and Jewler (2014), creative ads are defined as ads that “make a
relevant connection between the brand and its target audience and present a selling idea in an
unexpected way” (p.2). Apple’s campaign promotes and utilizes the user’s creativity. The
relevant connection between the brand and its target audience is that the pictures and videos are
taken by an iPhone 6 user. The consumer drives the campaign. The ads create a selling point in
an unexpected way because Apple does not attempt to impress the consumer with facts about the
phone, instead, Apple uses real examples of footage shot on an iPhone. This works in Apple’s
favor because the consumer sees that the current campaign utilizes the consumer in order to
differ itself from other campaigns.
The Windows 10 campaign by Microsoft is “The Future Starts Now.” This campaign
does not focus on the current user, but the future user. The commercial has short clips of children
all under the age of five with the voice over explaining how these children will grow up with
Windows 10 and the world for children today differs from the experience of any previous
generation. The advertisement does not show the product at all, but assumes the user is well
aware of the Microsoft the product. In comparison to Apple’s “Shots on an iPhone 6” campaign,

the Microsoft campaign pushes the consumer to think about the next generation instead of the
current generation. The Apple campaign focuses mostly on the product, while the Microsoft
campaign focuses on the people that will use the product.
BRANDING
The Apple logo is a simplified bitten apple that comes in different styles, such as black
on white, white on black, chrome, or rainbow. The Apple color scheme is typically white and
grey. As a brand, Apple supports innovation and creativity. The bitten apple is a biblical allusion
to the ‘Fruit of Knowledge’ from the Book of Genesis. The tagline is “Think Different.”
Apple’s design is minimalistic; this is shown from the product design to the packaging.
The monochrome style of the hardware creates a simplistic backdrop that contrasts the vivid
retina displays and colorful iOS. Apple is known to present a sleek and simple design that can be
customizable through the stickers, keyboard skins, to various cases and other accessories for its
product lines. For the Mac brands, many users find creative ways to incorporate the Apple logo
on the back of the laptops. Apple uses multiple photos of nature, and out-of-this-world photos of
the galaxy. This showcases the vivid displays and minimalistic style. Apple has a partnership
The headquarters is a ring-shaped building located in Cupertino, California. This is
influenced by Apple’s love for nature. Apple values environmental responsibility, they “believe
true innovation must consider everything”, and Apple has a partnership with The Conservation
Fund to create beautiful products and care for the planet. They are building a solar farm in China,

and a renewable micro-hydro project to power for the data center in Oregon. The Apple
headquarters integrates with the surrounding nature, and is mindful of the environment.
The Microsoft logo is a window with each pane being a different color. The color scheme
for Microsoft is red-orange, blue, yellow, and green, which are the colors in each of the window
panes. Its current tagline is “Be What’s Next.” The headquarters are located in Redmond,
Washington. Like Apple, the Microsoft headquarters is also engulfed in the nature. A modern
architecture.

Apple and Microsoft are similar in that both companies are powerhouses in the
technology industry, both incorporate the operating system to the hardware. Both logos are
simplistic and modern. They both take an ordinary object (like an apple or a window) and use it
to create their identity. And while Microsoft’s computers are cheaper and more familiar to the
general public, Apple is still able to bring in sales due to its prestige and high-quality computers.
UNCOVERING INSIGHTS
Primary Research
The Innovative Wheelhouse implemented a survey regarding Apple products. Over 200
people completed it. There were 12 questions regarding the MacBook, customer satisfaction,
product features and branding.
How many Apple products do you own?
The choices for this question were 1-2, 3-4, and 5+. Out of the 200 responses, 45 percent
of users said he owned one or two Apple products, 43 percent said he owned three to four, and
only 13 percent own five or more products.
How many years have you been an Apple user?
The majority of respondents, at 66 percent said they have been Apple users for five or
more years, 28 percent said they have been users for three to four years, and only seven percent
have been users for one to two years.

How satisfied are you with your Apple product(s)?
The majority of users said they were either satisfied or very satisfied with their product(s)
at 49 percent and 36 percent respectively. Very few were dissatisfied with Apple products.
Do you use a MacBook, MacBook Pro, or MacBook Air?
Sixty-four percent of users have a MacBook Pro, 22 percent on a MacBook Air, and only
14 percent own a MacBook.
How many hours per week do you use your Mac?
Half of all respondents said they use their Mac between 16-24 hours per week, 34 percent
use it between 9-15, and 16 percent use their Mac for one to eight hours a week.
For what purpose(s) do you use your Mac?
Ninety-one percent said they use their Macs for both personal and business purposes,
while a very small percentage use their Macs for only one or the other.
What do you look for in a Mac product?
The choices were Retina Display, Lightweight and Long Battery Life. Fifty-six percent
said they look for long battery life, 26 percent chose retina display, and 19 percent said they look
for if the product is lightweight.
How important is battery life for the Mac?
The majority of users ranked battery life “very important” and “important” at 54 percent
and 41 percent, respectively. Very few of them chose unimportant, very unimportant, or neither.
Have you benefited from Apple’s Education Services?
Twenty-eight percent of users said they have used Apple Education Services, while 18
percent said they have not. 54 percent of users said they have never heard of Apple’s Education
Services.

How important is it to you that Apple has special discounts for students?
Seventy-one percent of users said it is very important. Twenty-three percent said it was
only somewhat important, while 7 percent said it was not important.
What was the most important factor when choosing Mac over other competitors?
The choices for this question were the brand’s image, the pricing, the quality of products
and lightweight. Eighty-four percent said the most important factor when choosing a Mac over
other competitors was the quality of the products. The brand’s image, the pricing, and
lightweight only came in at eight percent, four percent and four percent, respectively.
How often do you think about switching from Mac to another brand?
Fifty-nine percent of users said they never think about switching brands, 35 percent said
they sometimes think about it, and only six percent said they think about it often.
Conclusion
Through this survey, the Innovative Wheelhouse has found that quality and long battery
life are very important to consumers. The majority of people use their Macs for both business
and personal purposes. Additionally, most of the respondents have been Apple users for five
years or more and that they rarely think of switching brands, which shows that Apple consumers
tend to be loyal to the brand.
Secondary Research
What are the trends in the client’s industry?
Technology is always growing and improving, and Apple is usually the trendsetter. Apple
made the first personal computer, the first smartphone and the first smartwatch. However, Apple
did not stop at just the creation of the product. Apple continues to set the standards of the
technology industry by improving each product it has produced.

How does the client compare to its competitors?
Apple’s biggest competition is Microsoft. The two powerhouses continuously innovate
making the field competitive. Apple is doing well against its competitor Microsoft. Matt
Weinberger from Business Insider says, “Apple stoked the flames with its famous ‘Get a Mac’
ads circa the late 2000s, in which actors John Hodgman and Justin Long played a PC and a Mac,
respectively, showing how the PC was old and stodgy but the Mac was young and hip. It was a
big part of Apple's turnaround story, as the iMac brought the company back from the brink of
disaster, paving the way for the massive success of the iPod, and then the iPhone, which turned
Apple into the most valuable company in the world.” But he says that these days, the Mac vs PC
wars are over now that both companies are starting to make their products compatible across
multiple platforms (Weinberger, 2015).
What do consumers think of the client and its competitors?
According to the survey, Apple consumers are loyal to the company. Once a person
purchases and uses an Apple product, they are more likely to purchase another Apple product.
Many Apple consumers tend to believe that Apple’s products are of higher quality compared to
PC. They also believe the PC is more prone to problems and viruses than Macintosh computers,
even if that may or may not be true.
What real or perceived differences make the client special?
Apple products are customizable and easy to use. They also have a stylish and
lightweight design compared to most Microsoft products. Also, due to the high price of Apple
products, consumers tend to perceive that to mean the products are of higher quality and
prestigious.

INDUSTRY
Who is the brand leader?
According to Forbes Magazine, Apple is number one on the World’s Most Valuable
Brands list (Forbes, 2015). The brand leader of Apple, Inc. is the Macintosh desktop computers,
with its Macbook laptops not far behind. The Mac has gone through many transformations over
the years but has “always been known for its stylish design, high performance levels, and
competitive price.” The computer mainly targets education and business (Mallin and Finkle,
2011).
How long has it held that position?
The Mac has held its position as the brand leader since its creation in 1984 (Mallin and
Finkle, 2011). The Mac was unveiled in the famous “1984” Super Bowl commercial, which was
based on Orwell’s book 1984. (Steele, 2014), (Westover, 2014).
Does your brand set the trends or follow them?
Apple continues to set trends. It would not be the market leading company if it merely
followed other companies. Apple sets the path for innovation which pushes the company to
success. Today, Apple is a multibillion dollar company. Finkle and Mallin (2011) said, “The
Apple Computer Company is arguably one of the most innovative technology companies to
emerge in the last three decades.” If it were not for Apple, the advancement of smartphones may
not have taken place. Even the iPod paved the way for music streaming and handheld music
devices. Recently, Apple created the Apple iWatch. Samsung recently came out with its version
of the smartwatch. Therefore, Apple continuously sets the trends.
Are there any pending issues that may affect your brand’s future?
Currently, there are no major issues that may affect the future of Apple. However, the
technology industry is very cutthroat and changes at a rapid pace. According to Apple (2015),

the company could potentially face some issues regarding its brand’s future. These problems
consist of the highly competitive and rapidly changing global market, the dependence on
performance of third parties, and finally, always being at risk.
How does the nation’s economic and diplomatic climate affect sales?
The nation’s current economic status has an influence on the sale of Apple products.
When the economy is down, people do not spend their money as much as they do during
a surplus. Typically, jobs are frequently lost during a recession. If a potential consumer
is unemployed, he or she is less likely to purchase new Apple products because of his
wants and not needs. The current state of our diplomatic climate could affect sales
because of trade regulations with other countries. If the United States is forbidden to
trade with a certain country, then Apple loses that market and the potential consumers
residing in that country.
Are there any emerging industries that may affect sales in the future?
Currently, certain Asian countries have launched new very-advanced cell phones
and other technological products.
“Samsung, fellow South Korean firm LG and his Chinese maker HTC
timed their smartphone launches to grab the attention on the eve of the
Mobile World Congress, the world’s biggest telecoms trade fair, in
Barcelona, Spain.” “In a head-on challenge to Apple’s popular iPhone 6,
which was released last year, Samsung came out fighting on Sunday with
the Galaxy S6, a smartphone with a touchscreen that curves around the
edges and has a wireless charger.” (Daily Mail, 2015).
As long as Apple can maintain its production of high-quality products, they will continue to
dominate the market share.

COMPANY
How long has your company been in business?
Apple has been in business since 1977. Steve Jobs was an instrumental part in the
creation of the Apple company, as well as its growth. Kubilay (2015) states, “A few people were
instrumental in its initial success. In the technical context, the credit should go to Steve
Wozniak.” Wozniak was the mastermind behind a lot of Apple’s early innovations such as the
microprocessor, the motherboard and the interface. Steve Jobs, however, was also a key factor in
Apple’s beginnings, along with Mike Mirkkula.
What are the high and low points in your company’s industry?
The Apple company has both high and low points in its history. The high points include
the Apple computer, Macbook, iPhone, and the iPod. All of these devices have set the standards
for quality. All other companies are forced to constantly improve and innovate to be in
competition with Apple. A low point in Apple’s career would be the Apple Watch. Apple hyped
up the Apple Watch but the sales figures have not impressed. Many third party applications on
the watch failed to work. Many customers were not satisfied with the initial product. Also, the
iPad sales were down 40 percent from the previous year. On the other hand, the iPhones are
selling better than ever (Fitzpatrick, 2015).
What is the corporate philosophy?
According to Apple, the company lives by three principles: “empathy, focus, and
impute.” Empathy is its ability to see and understand the needs of its consumers. Apple tries to
create a personal connection to its customers through its products. Apple then tries to keep its
focus on its strengths, which is personal electronics. And finally, impute means that everything it
does should serve its purpose (Allen, 2011).

Apple’s mission statement does not reveal its philosophy, it simply states the company’s
products. However, in the 1980s, Steve Jobs said, "Man is the creator of change in this world. As
such he should be above systems and structures, and not subordinate to them" (Farfan, n.d.). Jobs
meant that people should have control over their computers and other technology, not the other
way around. Apple products accomplish that with its user-friendly systems. According to Farfan,
Apple ends its press releases with this statement, "Apple is committed to bringing the best
personal computing experience to students, educators, creative professionals and consumers
around the world through its innovative hardware, software and Internet offerings." (Farfan,
n.d.).
How has the media covered your company?
According to research done by Pew Research Center, Apple is the most heavily covered
technology company, 42 percent of the stories described the company as innovative and superior,
and another 27 percent lauded its loyal fanbase. The most common such negative thread, that
Apple products do not live up to the hype, appeared in 17 percent of stories about Apple (Pew
Research Center, 2010).
How is the company involved in the community?
Apple is highly involved in the global community. The expansion of its company has
contributed to a number of jobs all over the world. Apple has a lot of versatility in its products,
and it has the ability to market to almost every type of consumer. The company has found ways
to get its products into classrooms and contribute to the education of future generations. Apple
has also donated millions of dollars to different charities. Apple recently joined up with
ConnetED by supporting schools and students with its products (Apple, 2015).

Is your company known for its product innovations?
According to Mallin and Finkle (2015), “Apple Inc. stands for innovation in personal
computing and digital media distribution.” Apple has had its struggles just like any other big
company, however, it has continued to produce products which kept the consumer coming back.
The company has produced computers, iPhones, iPods, iWatches, and iPads. The iPod was
produced in 2001, and since then has taken over the industry. Today, 71 percent of the industry
sales are from Apple.
Who are the key personnel/managers?
Apple Inc. was founded by Steve Jobs and Steve Wozniak, two college dropouts, in 1976.
Wozniak was known as the technical genius while Jobs was known as the visionary. The two
worked together to create different products; the first was the Apple I computer. In 1997, Jobs
became the CEO of Apple Inc. As an innovator, he created many different products for the
consumer. In 2010, he was named the “CEO of the Decade” by Fortune Magazine. Shortly after,
Jobs passed away (Mallin & Finkle, 2011). Tim Cook took over as the CEO in 2011 and still
holds the position today. Following the iconic CEO, Cook continued to enhance Apple as a
company. He has introduced the Apple iWatch, produced different generations of the iPhone,
and worked to create a better laptop. Apple will continue to be a power company as long as it
continues to have innovators as CEO (Lashinsky, 2015).
Which company employees have direct contact with customers?
The Apple store employees are the ones that have direct contact with the consumers.
They communicate information about products to the consumer and help them find the right
product(s) for them according to the consumer’s needs. The company differs from other
companies because it values the way an employee interacts with consumers. The employees must

have a knowledge of their own products, as well as why the products are better than other similar
products.
How many brands does your company offer?
Apple Inc. offers a total of ten brands which include: iPhone, iPad, Mac, iPod, iTunes,
App Store, iCloud, Final Cut Pro, Logic Studio and Logic Pro. Each brand has a subcategory of
products that go along with it (Reuters, 2015).
How important is your brand to your company?
The Mac brand is crucial to Apple’s success. This line sets Apple apart from the other
technological companies. Apple’s Mac brand runs on its signature iOS system. Compared to
Microsoft and other computer companies, Apple has a full line of personal computers, phones,
and tablets. It also comes with separate displays and hardware. The Mac brand is prevalent in the
academic setting. Students and researchers use Mac products to work together and sync with the
full line of Apple software. Apple puts itself in the forefront of education for all ages in all
grades.
BRAND
What do current customers feel about your brand?
Over the last few years Apple has taken the world by storm and it shows no signs of
slowing down. Kubilay states, “Apple Corporation is one of the most profitable, and socially
influential companies that ever existed. Its products are in homes, businesses and entertainment
venues. It constantly brings out new high-tech tools to the consumer electronics market, the most
recent one being the Apple Watch.” (Kubilay, 2015). Apple is one of the most recognizable
companies. Its brands are some of the most respected in the world. With the MacBook, people
can have the power of a desktop on the go. The MacBook Air is a fast laptop that is extremely

light. College students can easily carry to class with all of their books. “The 13-INCH MacBook
Air weighs only 3 pounds, and is 10 to 15 percent faster than earlier models” (Loyola, 2015).
These new models continue to fly off the shelves proving the MacBook brand is still as popular
as ever.
To what extent does your brand match up with consumers’ needs, wants, problems, and
interests?
Apple’s “Think Different” ad campaign really hit it big with consumers. It made each
consumer feel special and feel involved with the company. It made him feel like he meant
something in what seems like an ever expanding world which helps build a loyal fanbase (Črnič,
2014). It also had an ad campaign for its Mac brand, “Get a Mac.” This campaign highlighted the
reasons why consumers would want a Mac over any other laptop. Consumers loved this
campaign and their expectations were matched by the amazing quality of Apple products.
Consumers felt so strongly about the Mac brand that they are still around for Apple’s next
campaign, “Why You’ll Love a Mac,” five years later (Sahoo, 2012). Consumer expectations
seem to be exceeded constantly (Ribeiro, 2011). The Mac brand is very popular with college
students. It meets all their needs and wants with the newest MacBook Air. It is a cheap
alternative that is easy to carry and extremely fast. (Loyola, 2015) The newest Macbook Air is
affordable for students with the student plan and easy to bring on the go. Finally, the last
campaign, “Shots on an iPhone 6.” This campaign pushed the consumer to take part in the
campaign.
In what ways does your brand exceed consumer expectations?
Apple’s Macbook will continue to be successful because it innovates. Apple are
constantly producing new products. Each Macbook that is released is lighter and faster than the

last. There is also the Macbook Pro for more professional users. The Macs have more expensive
models with more features, but also have less expensive products. MacBooks are available in 11-
inch screens or 13-inch screens (Loyola, 2015). Apple does not have millions of loyal fans
because it stays within its boundaries. Apple continues to push and set standards. That is why
Apple’s brands, especially the Mac, are so successful and have such a high satisfaction rate with
consumers (Ribeiro, 2011).
CONSUMER ANALYSIS
What are the demographic characteristics of the current customers?
According to an article by Jeffrey Nevid and Amy Pastva, a study of college students
who use both Mac and PC, showed that students have an overall favorable attitude toward Mac
computers for their youthfulness and stylish appeal. PCs received points toward being
“reasonably priced” and “good for gaming” (Nevid & Pastva, 2014). According to an
infographic on OSXDaily, Mac users are more likely to be between the ages of 18-34. It also
says that 58 percent of Mac users are liberal and live in the city. It says that Mac users tend to
have a stronger verbal aptitude compared to math. Eighteen percent of Mac users think of
themselves as unique, stylish, and upscale. Twenty-one percent of Mac users consider
themselves more computer-savvy than PC users. (Chan, 2011).
Competitive customers?
Windows PC by Microsoft is the competitor for Mac computers. Using the same
infographic, PC users tend to be aged between 35-49, and 36 percent of users are liberal. They
are more likely to live in suburbs and rural areas. They are more likely to prefer fitting in
compared to Mac users who are more likely to prefer standing out. PC users are 38 percent more
likely to be stronger at math, and the majority of PC users have a more casual style of dress. Just

like how Mac users consider themselves more computer-savvy, the infographic says that PC
users are “43 percent more likely to say talking about computers is akin to ‘struggling with a
foreign language” (Chan, 2011). PCs are also less expensive than Macs. The cheapest iMac is
$1029.99, For Microsoft computers, the cheaper desktops are around $400 for an HP or a
Lenovo.
Prospects (emerging users)?
According to an article by Jason Mander (2015), “Apple users in most countries are much
more likely to come from young and affluent homes” In a 2014 article written by Dan Frommer,
it says that Macintosh sales went up after suffering a decline. Apple suspects it was from the
back-to-school sales that helped with the increase (Frommer, 2014). Every year, new college
students are getting laptops to use for their school work, making new students a target market.
Macs are more expensive than PCs, so emerging users would be those who could already afford
them or people who may have used them in school or at work and were convinced to buy one for
themselves.
What are the geographic characteristics?
The world continues to become more interconnected each day. In order to continue this
trend, companies, like Apple Inc. are working to provide people with resources to stay
connected. Apple was founded by Steve Jobs in the United States, and continues to be a United
States dominant company. The first two stores were in McLean Virginia and Glendale
California. From there, the company expanded, exponentially. Apple Inc. now has 300 stores
worldwide.
Initially, Wall Street employees were worried about the success of Apple. However, the
company was able to produce new products in a continuous manner to keep its successful status.

Apple then became a worldwide brand. “Apple gets about 36 percent of sales from domestic
customers. Its international markets are Europe (22 percent of sales), China (16 percent) Japan (8
percent) and the Asia/Pacific region (6 percent)” (Vault, 2014).
What are the psychographics?
Apple has a branding strategy that focuses on the emotions. The Apple brand personality
is about lifestyle; imagination; liberty regained; innovation; passion; hopes, dreams and
aspirations; and power-to-the-people through technology (Boynukalın, n.d.). The company also
provides excellent customer service that its consumers appreciate. Apple targets people’s desire
to go beyond average by designing programs that enable individuals to use his creative and
innovative mind. Examples of its many different applications/programs would be Facetime,
iTunes, Photo Booth, iPhoto, iMovie and several others. Apple is popular among young
consumers. “College and university students are also targeted by Apple Inc. These students use
Apple Inc. products such as iPads, MacBooks, iPhones etc to quickly record notes” (Saini, n.d.).
Apple is also considered to be upscale and prestigious, which is desired from the young
consumers.
When and how often do consumers use the product?
Consumers use Apple products very frequently. Because its items are mainly
technological computing devices, most consumers use Apple products on a daily basis. However,
the question is how often. “According to the data, an average user checks their device - which
means they activate the screen by pressing the home or power button or they unlock the device -
110 times per day.” In one particular case, a Locket user locked and unlocked their phone up to
900 times (Woollaston, 2013). Consumers check and operate their phones habitually. Besides
the daily usage of iPhones, consumers also use their Macs regularly.

When and how often do consumers buy the product?
Macs are computers, so typically consumers would buy a new product every few years or
so whenever there is a new model or upgrade. Accessories like chargers, batteries, laptop cases
might be replaced or repaired every two to three years. Consumers make buying decisions
regarding Apple products for a number of reasons. Some of the reasons are: social class,
excellent customer support, the design of the products, quality of the devices, and the
architecture of the buildings. “Beyond the architecture, there is the service. Every time I go to the
Apple store, I find a friendly face willing to help me. They never make me feel rushed or stupid
or that they do not value my business. It’s obvious that they believe in their company and its
products and that makes me want to believe too” (Satell, 2013). Any Apple enthusiast and
consumer can inform a person about the quality service the technicians provide.
How do they use the end product/service?
The iMac is a desktop computer and the MacBook, MacBook Pro, and the MacBook Air
are all laptop computers. According to the Apple website, the idea behind the iMac is to “craft
the ultimate desktop experience” (Apple, 2015). They tend to be used mostly in professional
businesses or university campuses, though college students can get them at a discount. In the
business world, iMacs tend to be used for creative-type work like graphic design and other
similar jobs. The MacBook Pro is energy efficient, so consumers would benefit by saving
energy. On the website it says, “MacBook Pro includes a highly efficient power supply that
reduces the amount of power wasted when bringing electricity from the wall to your computer.
Lower power consumption reduces energy bills and lessens the environmental impact of
greenhouse gas emissions from power plants” (Apple, 2015). College students use iMacs and

MacBooks mainly for homework and class projects. The laptops have a very attractive design as
well as long battery life.
How do they make the buying decisions?
Apple offers discounts for college students for a range of its products. College students
are most likely going to choose one of the MacBooks because every college student needs a
laptop. They have the choice between the MacBook, the MacBook Pro, and the MacBook Air.
(Apple, 2015). A college student’s buying decision all depends on what he or she needs. If he
needed a basic, lightweight computer for the lowest price, then he would choose the MacBook
Air. If he wanted something with more memory and more firepower, then he would choose
either the MacBook or the MacBook Pro.
What information is most important?
The most important information regarding iMacs or MacBooks is how the computer
performs.. Since Macs cost much more than a PC, Apple has to showcase the features of its
computers to show that its products are worth paying a lot of money for. College students must
be aware of his wants and needs in order to purchase the right product.
Where do they get their information?
College students are likely to first go straight to the Apple website to look up basic
information on the laptops it offers. Students can look at the specs and compare products to
decide which one is best suited for them. Even with the discount, the price of the computers are
still rather high, particularly for a student. Additionally, he will probably search for customer
reviews, comparison articles, videos, and blogs to see if it is worth paying the money for a
MacBook.

Who are your best customers?
At the beginning of the company, Apple appealed to a small minority of scholars.
Eventually, Apple was able to create products which appealed to all ages and genders alike. “The
company sold its products to consumers, small and mid-sized business, education, enterprise,
government, and creative customers” (Sahoo, 40). Customers are not only in the United States,
there are many stores internationally, as well.
The Apple stores are set up to enhance the customer experience. Apple consumers have a
unique opportunity to either play, purchase or learn in the store. The company attempts to make
the “importance of technology, not about technology” (Washor, 61). If a company can create an
environment that focuses more on the consumer than on the product, the consumer will continue
to come back. This strategy to help people learn has created many lifelong customers.
COMPETITION
What are competitors doing for the same service/product?
Apple produces highly sought after products. It is not the only company that supplies the
products, either. The biggest competitor for Apple is Microsoft. Microsoft continues to produce
new versions of its operating system. The new Windows 10 has one for businesses and one for
home (Hachman, 2015). The company is creating a program that is specific to the at-home
consumer. They have also changed the way mobile device systems work.
Apple is also up against companies that are smaller, but still produce high end products.
There is a company in China called Xiaomi that is producing electronics. It appealed to the
market in China because it is a local industry (McCracken, 2014). Apple now has to worry about
companies that were not originally tech companies, but are now producing technology. This is
part of the ever-changing world.

How can you do it better?
Apple has worked to have its product be more about the experience the consumer has
than the actual product the company makes. This makes Apple differ from other companies
because most companies focus on the product. Apple continues to develop products that are
ahead of the time, like the iWatch, for example. The person’s watch is now connected with their
phone. The company says it is the “best company by far at creating exciting technology” (Lim,
83).
Apple has created so many high end products, that after trying out the highest end
product, a consumer feels they can purchase the entry level product and still be happy. This
comes from the customer experience at a store. A consumer will be more likely to purchase a
product if he can experience it first and understand why it is worth the purchase. “My hands-on
demo time with the Apple Watch made me confident that I can go with the entry-level Apple
Watch Sport and be just as happy” (Ochs, 1).
What do competitors’ previous advertising campaigns look like?
“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. The theme of the ads is that Windows 10
is core to "a more human way to do.” This looks like Microsoft is focusing on the consumer,
especially to portray how much easier the future generation will live because they “grew up with
Windows 10” and the ad only gives a glimpse of what Windows 10 can do, such as, voice
recognition, easy touch features, and the integration of Windows on multiple devices.

What worked, what didn’t?
Apple released a new set of MacBooks that came in different colors, gold, silver, and
grey. The Macs can also match with the iPhone’s colors. According to the SWOT Analysis for
Apple in May 2015, Apple stated that its main weakness was its high dependence on iPhone and
iPad. A few months later, in an interview, Luca Maestri, Apple’s chief financial officer, said “the
company sold 4.6 million Macs in the quarter, a 10% year-over-year increase, compared with a
7% global contraction, per IDC. Even though the Mac remains a tiny portion of Apple’s overall
business.” A threat for Apple is that the “premium pricing could limit growth in emerging
markets.” As well as Apple’s main competitors: Samsung, Microsoft and Google. Another threat
for Apple was the situation in China, when they banned Apple products, only to refute its
governmental ban. It was simply removed from the government list of approved products
because of security concerns.
How do consumers perceive the current campaigns?
Microsoft recently released Windows 10. Many consumers were unhappy with the major
changes in Windows 8. “Their last attempt, Windows 8, earned major minus points for their
interface redesign” (Chew, 2015). Windows 10, however, seems to be a combination of
Windows XP and Windows 8. The old start menu is back, but it still has design elements of
Windows 8, like the colorful blocks. Microsoft seems to have a history of successes and failures
with its operating systems.
“To start, it has to be recognized that Microsoft has long struggled from
negative to positive image from specific Windows releases. A good
example would be Windows ME, which wasn’t accepted, followed by
Windows XP which was wildly successful. Following that, Microsoft

released Windows Vista, which was widely seen as a buggy and laggy
operating system, which was once again was saved by Windows 7. If
history repeats itself, this most recent cadence of Microsoft’s successes
and failures promises to start with Windows 8’s failure and end with a
Windows 10’s success” (Moorhead, 2015).
So, consumers seem to be taking Windows 10 pretty well. It is more familiar to them
compared to the previous Windows 8 and Windows 8.1, but it is still fresh enough to stay current
and modern.
DIVERSITY
Apple’s campaign “Shot on an iPhone 6” reflects diversity in more ways than one. The
entire campaign is meant to feature people’s work from around the world by featuring
landscapes, cityscapes, mountains, humans and even animals in still pictures, as well as videos.
The only criteria for the campaign was the image must be shot on an iPhone 6.
According Drewniany and Jewler, “ethnic groups dominate the purchases of numerous
products and services” (2012, p. 65). Therefore, including multiple ethnicities in a campaign can
positively impact the results. The gallery on Apple’s website featured images of people of all
ethnicities. Since Apple is a global company, incorporating diversity “is not only the right thing
to do but also the smart thing to do.” (Drewniany and Jewler, p. 76).

STRATEGY
Creative Brief - McCann Erickson Role-Playing Approach
1. Who is the target?
College students are the main target group for Apple’s Macintosh computers. The target
group includes male and female students around the age of 18-22. The survey was distributed to
over 100 college students and a shocking 66 percent have been Apple users for over five years.
Ninety-one percent use their Mac for both school and personal use. It is important to note that
college students are using their Mac for school related work. About 40 percent think about
switching to another brand from time to time so making them stick with Mac is a huge goal.
Continuing to innovate is extremely important if Mac wants to stay above other competitors.
2. Where am I now in the mind of this person?
Fifty-four percent of the participants never heard of Apple’s education discounts.
Seventy-one percent believe it is important that Apple products are affordable for students.
Advertising this discount is vital for students who want to stick with Mac or even purchasing a
Mac for the first time. Possibly people are choosing competitors over Mac because they do not
know of this student discount.
3. Where is my competition in the mind of this person?
The most competition comes from PCs. Microsoft has been in the business for years and
creates a very diverse lineup of laptops. Apple’s gains over the past few years have been
astounding, but Microsoft still has an ample amount of users. Apple must continue to be creative
with its products and always stick with quality. PC has a multitude of laptops from which to
choose.

4. Where would I like to be in the mind of this person?
Apple is perfect for students because of the education discount. Apple products are more
expensive than PCs, but students can get around $200 off. In addition, 80% of participants said
they were satisfied with Apple. Being the first brand to pop into a consumer’s mind is where we
would like to be as a campaign team.
5. What is the consumer promise, the ‘big idea?
The major focus of this campaign is to target the Macbook towards college students. It is
to show that it is accessible to carry around to classes, has all the features students need, and the
battery life to last them throughout the day. It is also important to highlight the Apple Education
system.
6. What is the supporting evidence?
The survey is evidence that Apple users are satisfied with what they have and have been
long term users of Apple (5+ years). If Mac was not quality, they would have switched to other
competitors a long time ago. Eighty-four percent said they chose Mac over competitors because
of the quality of the product.
7. What is the tone of voice for the advertising?
The tone of voice is definitely hi-tech but also very friendly. It is going to be hi-tech but
in an understandable manner. It will promise good products for all products.

IDEAS
Pics of 20 Creative Advertisements
Josh:
1. It shows a classroom with students having piles of book. The student with the Mac has
everything he/she needs on it.
2. It shows someone at a really fancy dinner with their Mac because with the affordable deal
for students they have enough money to treat themselves.
3. Shows students struggling walking around campus with a ton of books. The kid with the
Mac has nothing else with him. Also shows that the Mac is extremely light.
4. Shows how good the battery life is with the Macs. It will last you throughout the day.

Jason:
5. In this sketch, four young college students are sitting at a table with Macbook Pros on it.
There are two young men and two young women working together. All are well-dressed.
Behind them, there is a window with a fancy building in the background that would
resemble a college building.
6. This would be a poster or picture ad. The sketch is self-explanatory regarding its
message. At the bottom, a young and well-dressed women will be featured biting into the
Apple logo. Upon her biting into the Apple, a message above her teeth will say, “Bite off
a percentage for a new Apple product.” This ad promotes the discounts student’s receive
upon purchasing a new Apple item.
7. In this ad, i will cater to the ambition and creativity that a young Apple consumer would
have. Typically, college students, are full of creativity and drive. This sketch will show
how an Apple product can contribute to the consumer “having the world.” The face of
the person will be daydreaming about the world and how to take it over with his or her
ideas.
8. In this sketch, there will be 4 Iphone 6s featured. There will be a line saying, “He is
waiting for you.” Their colors will be Black, Pink, White, and Silver. This ad presumes
that purchasing a new iPhone, regarding any color, will be the consumers new boyfriend
or girlfriend that has been waiting on them forever.

Abigail:
9. This ad has a tree that is taking up the whole page, and then it is split in half. One side is
dark and dead, while the other side is full of color. The dark side has apples on the
ground. The bright side has the image of the Apple logo. The headline is “Take a bite out
of our Apple.”
10. The “Go Ahead, Take a Bite of our Apple” advertisement has an image of a single man
holding an apple. He is licking his lips while looking at the apple, which is the logo for
the company.
11. The idea of this advertisement is to connect all people around the world through the use
of the Macbook. It has the image of the Apple logo with hands of all diversities reaching
to hold it.
12. This advertisement has a black background and a white Apple logo. Inside the Apple
logo there are school logos showing that students of all universities can use the Apple
Macbook.

Aaron:
13. “Create your next Masterpiece”
It is an easel with a MacBook in place of the canvas with the Apple logo made to look
like a painter’s palette. Macs tend to be used for graphic design and other creative jobs or
projects, so it gives the idea that the Mac is a canvas, and the user is the artist.
14. “Long Battery life, MacBook Pro”
A simple ad that compares the battery life of a MacBook to a PC computer. The top part
shows the guy frustrated because his laptop died, while the girl on the bottom is happily
working on her MacBook with plenty of battery life.
15. “We’ve got everything you need, for a lower price.”
It shows a school desk with supplies spread out on it, like a notebook, a pen, along with a
MacBook and an iPhone.
16. “Portable. Lightweight. MacBook Pro.”
This is another comparison ad that has a PC and a MacBook on a set of scales. The idea
was to show how lightweight the MacBook is compared to a PC, which tend to be on the

heavier side. Thinking about it now, it would probably be a better ad for a MacBook Air
instead, but the idea still stands.
Haidy:
17. “Mac 4 Great Ideas”
This ad has the Apple logo with the light shining from it as the main image. It is meant to
be a simple to catch the reader’s eye.
18. The Real Book You Really Need
This ad has an image of a MacBook meant to replace a textbook.

19. MacBook- Take with You Anywhere
The MacBook is looking like a tent with a fire on the outside. It is meant to signify that
the MacBook can go anywhere.
20. I (apple) Mac
The Apple represents the love in this case. The many Apple products is meant to show
that many people use multiple Apple products and are happy with them.

Industry Professional Feedback
Megan Sullivan, Associate Media Director at Starcom MediaVest Group in Chicago
The bolded text is the best advertisement from each person.
Josh
1. Do you see the textbook as the MacBook’s primary competitor? The message portrayed
here appears to be that the only way to get rid of textbooks is through a MacBook. If an added
benefit of the MacBook is Program X that provides digital textbooks, then share that feature to
make this message more believable.
2. The theme of this creative is strong. It may come across as a computer for the wealthy
college student who can eat fancy meals, but with a voice over will be a good message.
3. The weight of the MacBook is a very compelling product attribute, and it makes sense that
it’s the focus of this ad. How can you bring the audience to relate to this - as a college student do
you either have a bag of 5 text books or a MacBook? Seems a little inauthentic but you are
showcasing the right attribute.
4. Great ad. Direct to the point, showcasing a key product attribute vs. direct
competitor’s offering. The message is very clear and tugs at the heart-strings of college
students with non-MacBooks who have terrible battery life.
Jason
1. What is the message you’re trying to portray? Based on the description, it seems like
“College students who study together in nice clothes use MacBooks.” Do MacBooks allow for
more collaboration because of Program Y, etc. What about your visual would entice someone to
buy the product?

2. Good work on this one! The message is straight to the point & has a strong call to
action. It speaks to the target audience and is very clear on the action you want the
audience to take.
3. This message doesn’t tell me about MacBooks, but rather positions the Apple parent
company in the industry. It is an effective message driving awareness of the company’s vision,
but does little to drive awareness of MacBook.
4. It appears the message you’re trying to portray is “The phone will replace your friends.” Is
this necessarily the best approach? Maybe the phone brings a more quality “me time.” Tell the
audience how the phone will improve their life or act as a friend. The message, key attribute, and
“reason to buy” need to be a little clearer.
Abigail
1. The words “wrong” and “costly” in the picture & description are telling the audience
different stories. Apple products are likely a little bit more expensive than their direct
competitors, but they have other attributes that let them stand above. Talk about those attributes,
because Apple will likely never win a cost battle.
2. All companies continue to product products in order to stay in business. What about the
products helps them to “forward technology?” What is their competitive advantage? Share more
about the “Reason to Believe” or the compelling argument to switch to Apple.
3. This is a strong ad. Tells the audience why Apple is a quality product & enforces the
community aspect that really speaks to college kids. If this went into development, I would
recommend you showcase how those arms can appear to be college students & how they
will relate to the visual.

4. What is the advantage of having the same computer as other universities? Explain this
message to make this attribute more compelling for the individual buying the computer.
Aaron
1. Is the computer itself customizable, or are you showcasing the work the computer can do?
This message is a little unclear.
2. Great ad. Clearly demonstrates the competitive advantage of MacBooks, the long
battery life. This speaks well to college students who struggle with the need to be near a
power outlet all the time. Great visual storytelling.
3. Strong message, clear to understand. The next element of this message that may be
missing is the action step. What do you want the audience to do? Where can they get more
information?
4. This is a good demonstration of the product’s marketplace advantages. Strong visual &
pointed message, but are all laptops not portable – this would be the only language I would
recommend changing. The target audience can clearly understand why they would choose this
product over the competition.
Haidy
1. How does Mac have great ideas? Is this a campaign telling you Mac is going to support
your great ideas or that they bring great ideas to the marketplace?
2. Why is the MacBook the book that we really need? Add another line of information to
drive home why other books would not be needed.
3. Awesome visual, but you may lose some believability points – does Mac have portable
wifi or can you utilize the internet while camping? This also may work better with an “outdoor
enthusiast” target audience, instead of a college student.

4. Great demonstration of the family of products, but would love to understand from
this visual why it’s an advantage to have all of your devices on the same OS. If you had
research that stated the majority of college students have iPhones, this would be an
awesome consumer insight to work off of. Keep massaging this to help the consumer
understand the “reason to believe” or the competitive advantage of having a whole suite of
products.
All:
The visual ideas on your ads are very strong, but lack the connection with your target
audience. Can you college-ify your ads to make them more relatable to college students?
What are the strongest attributes that relate to college students’ needs? Highlight those.
WORDS ON PAPER
The two students are sitting in the library finishing up a paper they have been working on
all night. The student using the PC’s 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.

LAYOUTS
Best Sketch:
Actual ad:

RADIO
This is a radio spot developed for the MacBooks. The ad promotes the long battery life of
the laptop compared to a PC. The spot takes place in a college library where two students are
typing a paper for a class. One student is using Apple, the other is using PC/competitor.
Radio Spot
Apple, Inc.
Radio: 30
“Battery Life”
SFX: TYPING ON KEYBOARD. ONE SET OF TYPING IS LOUDER THAN THE
OTHER.
MAC USER: Hey, you almost done with your paper? How far are you?
PC USER: Yeah, I just need to finish this- *low battery sound* Low battery already!? Ugh!
SFX: SOUND OF DIGGING AROUND IN BACKPACK FOR CHARGER.
PC USER: *Groans* Oh no, I think I left my charger back in my dorm room.
MAC USER: Low battery? Man, that sucks. My MacBook has been on since this morning and
it’s still going strong.
SFX: LIGHT TYPING SOUND.
MAC USER: Annndd…done!
SFX: MOUSE CLICKS AND COMPUTER SOUND EFFECTS FROM SAVING
WORK.
MAC USER: You can use mine to finish if you want.
PC USER: Thanks, dude. Good thing I saved it all or that would’ve sucked!

ANNCR: With the long battery life of the MacBook Pro or MacBook Air, you can get work
done without stopping to recharge. Stop by an Apple store or go to Apple.com for details about
our student discounts.
TELEVISION
The television ad is very similar to the radio ad as it translates perfectly into a television
commercial.
Television Commercial
Apple, Inc.
Television: 30
“Battery Life”
*Shows two students hard at work in the library*
MAC USER: Hey, you almost done with your paper? How far are you?
PC USER: Yeah, I just need to finish this- *shows a giant red battery pop up on PC screen*
Low battery already!? Ugh!
PC USER: *Looks frantically for charger* *Groans* Oh no, I think I left my charger back in
my dorm room.
MAC USER: Low battery? Man, that stinks. My MacBook has been on since this morning and
it’s still going strong. *slight smirk on face*
MAC USER: Annndd…done! *Camera shows Mac user submitting their work*
MAC USER: You can use mine to finish if you want. I still have a ton of battery life left.

PC USER: Thanks, dude. Good thing I saved it all or that would’ve sucked!
MAC USER: You should really invest in a MacBook it is easy to carry around and will last you
throughout the whole day. It has really saved me in many situations.
PC USER: I agree, I am going to look into it first thing when I get home and charge my PC.
*Camera shows the two students leaving the library together*
DIRECT MARKETING
Direct mail is a vital way to spread awareness about the MacBook Pro. According to
Innovative Wheelhouse’s survey, many college students did not know about the educational
discounts that Apple provides. The direct mail piece will help raise awareness and influence
students to purchase a Macbook. They will be passed out at many college campuses especially
when one is renting a Mac from the library. There will also be students passing them out at the
most popular spots on campus. The direct mail piece will include many of the features MacBook
provides and how it can help students and satisfy their needs. It will mention how light it is
compared to other competitors along with its long battery life. There will also be a coupon for a
free case to protect your Mac when you make your purchase on top of the student discount.

ALTERNATIVE ADVERTISING
Traditional advertising benefits companies, but alternative to traditional advertising can
play a major role in the success of a company. In order to make sure Apple sales increase, the
Innovative Wheelhouse decided to also incorporate coupons and continuity programs as well as
traditional advertising. According to Drewniany and Jewler, “78% of all U.S. households use
coupons, and 64% are willing to switch brands with coupons” (p 256). The Innovative
Wheelhouse would suggest Apple use Groupon. Groupon is a website that has occasional deals
for consumers. This Groupon for Apple could be a certain percentage off of a Macbook, or it
could be a buy one Macbook, get an iPad for free. Continuity programs promote repeat
purchases and brand loyalty. According to the survey, 43 percent own three to four Apple
products and 68 percent of Apple users have been users for five or more years. Therefore, the
continuity program would impact Apple in a positive manner. Apple could use a promotion such
as “buy an Apple Macbook and get 35% off of your next Apple purchase.”
Tweets
Promote the Twitter page with incentives to take action.

Get the audience involved with Apple and the retail stores.
Give ideas of what the users would want to ask Steve Jobs (if he were still alive).
Make the tweet personal.

Cater to the loyal Apple users who have multiple products.
Call to action for college students to enter into a contest on their mobile device.
CLIENT PITCHES
Apple is an inspirational company and the Innovative Wheelhouse feels can provide an
advertising campaign that will continue to inspire. Apple continuously innovates products in
order to provide the best experience for the consumers. Consumers continue to purchase Apple
products after purchasing one product. Therefore, the Innovative Wheelhouse will aim to target
an audience who can become consumers for life.
The target audience for the MacBook is college students, mostly aged 18-22. College
students are a good demographic to target because students constantly carry computers around

college campuses. It is important for a student to have a functioning computer in order to
succeed in school. The advertisements will be able to target this demographic.
The theme of the campaign is all college students at work. Students are constantly
dedicating their lives to school in order to get a degree to move forward in life. The MacBook
will help students to get there and the Innovative Wheelhouse feels these three advertisements
will help to reach the students.
Ad 1: Long Battery Life, MacBook Pro
This is our main advertisement because it promotes students working hard, as well as the
MacBook and its long battery life. The student on the top of the advertisement is working on a
PC and he is frustrated that his laptop’s battery is low. The shorter battery life of the PC will be
detrimental to the student’s grades. Meanwhile, the girl on the bottom is happily working as her
Mac still has a lot of battery life left

Ad 2:
The second ad to run in the campaign will be a combination of these two. This ad will
aim to reach all diversities. The Apple the middle of the page that is being held up by the hands
will have university logos on the inside. The hands holding the logos will be of all diversities.
This ad will show that people at any school and of any gender or race can succeed using a
MacBook. The headline will be “2,618 Universities. 1 MacBook.” The body copy will read,
“Technology brings us together. Let Apple be the driving force for you.”
Ad 3: Create Your Next Masterpiece

Often times students think of their work as daunting tasks, when in reality, assignments
can reveal a student’s potential. Given the right tools, a MacBook for instance, a student can
create multiple masterpieces.
The Innovate Wheelhouse feels that these three ads will promote the MacBook, as well
as, the entire Apple company. Utilizing this campaign will give Apple success because it appeals
directly to the target audience in a manner that promotes success in school, which is at the
forefront of college students’ minds.

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