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iPhone: 2007 Copy Brief

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Ricostruzione dell'ipotetico copy brief per la campagna di lancio dell'iPhone negli USA del giugno 2007.

Lavoro svolto come tesina per l'esame in Comunicazione Pubblicitaria d'Impresa del corso di laurea specialistica in Comunicazione d'Impresa dell'Università di Salerno.
prof. Mario Varriale.

Published in: Education
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iPhone: 2007 Copy Brief

  1. 1. iPhone copy brief Vincenzo Risi - m a t r. 3204/00098
  2. 2. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 _gli ads sono in numero di 5, ciascuno dei quali si focalizza su una capacità specifica dell’iPhone_ ‣Never been an iPod: incentrato sulla funzione di iPod (“There’s never been an iPod that can do this, or this...”) ‣Calamari: incentrato sulla possibilità di collegarsi a Google Maps per cercare un ristorante evocato durante la visione di un film (“Is there somebody said calamari? Mhh...”) ‣Hot to: si spiega in breve tutto ciò di cui l’iPhone è capace (“This is how you turn it on, this is your music, this is the web...and this is a call”) ‣Watered down: incentrato sulla navigazione in internet (“This is not a watered down version of the internet, or a mobile version of the internet....this is just the internet”) ‣Surprised: mostra la funzione di visualizzazione e ricerca di filmati su YouTube
  3. 3. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 scenario _lo scenario è quello della piena convergenza tecnologica_il consumatore grazie alla tecnologia moderna ha a disposizione innumerevoli possibilità di comunicazione e di utilità personale_vuole con lui uno strumento che gli permetta di accedere ad una serie di funzioni che fino ad ora erano disponibili su più devices_il consumatore ha la necessità che tale convergenza sia alla sua portata, ovvero la tecnologia si deve presentare user friendly, semplice, ma allo stesso tempo potente_ contesto competitivo smart _il contesto competitivo è molto complesso e variegato_Apple con iPhone entra in più mercati con un solo prodotto: iPhone ‣smartphone_in competizione con marche quali Blackberry, Samsung, Motorola E62 ‣telefonia cellulare_essendo gli smartphones rivolti per lo più a professionisti e hard easy to to dirigenti, il contesto competitivo dell’iPhone si allarga anche a quello dei normali use use MotoQ Treo telefonini ‣PDA_con competitors quali Palm, Acer, etc. Cell Phones ‣lettori MP3 unsmart fonte: keynote MacWorld 2007 - gennaio 2007
  4. 4. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 obiettivi di marketing _Apple vuole porsi a tutti gli effetti come marca “totale”, allargando il 100 proprio portfolio, proseguendo il cammino intrapreso con l’introduzione dell’iPod e di AppleTV e con il cambio di nome da Apple Computer inc. ad Apple inc._con l’intento di adeguarsi allo scenario Brand Strenght Apple precedentemente descritto, decide quindi di affacciarsi in un settore Blackberry nel quale nessun produttore di hardware per computer era finora Samsung 50 entrato con forza, quello della telefonia mobile_Apple vuole essere percepito come leader tra le marche di tecnologia consumer_Apple vuole fortificare ancora di più la propria posizione nella Power Grid, Acer insistendo in particolare sulla rilevanza (adattabilità alle esigenze del consumatore) e sulla familiarità (marca come parte integrante dell'ambiente del consumatore), agendo quindi in contemporanea sulla 0 vitalità e sulla statura della marca_ 0 50 100 Brand Stature obiettivi di comunicazione _far conoscere le funzioni del telefono_dimostrare l’usabilità e la facilità di accesso alle diverse funzioni rispetto agli altri smartphones_sottolineare la bellezza estetica_sottolineare l’aspetto altamente tecnologico e cool (touch screen)_creare attesa per il lancio del prodotto_informare sulla data di lancio_
  5. 5. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 descrizione del prodotto _iPhone è un telefono cellulare che include funzioni proprie dello smartphone, quali la navigazione in internet, il client di posta elettronica, il lancio di applicativi, l’ascolto di musica_la peculiarità è l’assenza della comune tastiera_ _Apple punta su queste tre funzioni_ analisi SWOT interni alla marca forze debolezze apple: forza e statura abbonamento carrier costoso ($59/mese) design di prodotto penale ($179) in caso di rescissione contratto carrier touch screen SIM locked facilità d’uso immissioni testi problematica 3 dispositivi in uno solo velocità internet su rete EDGE (mancanza supporto 3G) abbonamento carrier all inclusive (dati, voce, sms) prezzo elevato opportunità minacce scarsezza di prodotti realmente concorrenti scetticismo prodotto innovativo i competitors non hanno un’immagine forte possibile e veloce imitazione esterni alla marca
  6. 6. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 target _il target in una prima fase di introduzione è da identificarsi negli “Apple enthusiastics”, negli innovatori e negli early adopters_il prezzo è molto elevato, superiore ai $500, escludendo in questa prima fase la middle majority e rivolgendosi in genere a chi si tiene informato sulle nuove tecnologie e tendenze ed ha una buona cultura e capacità di spesa_l’obiettivo è seguire il percorso dell’iPod, arrivare a conquistare la middle majority dopo che il telefono sia stato apprezzato, diventi oggetto del desiderio ed il prezzo scenda almeno di un centinaio di dollari_se il cammino dell’iPod era in salita, in questo caso dovremmo assistere ad un’espansione più veloce, proprio grazie alla stima e alla familiarità dei prodotti Apple derivante dalla diffusione dell’iPod_ timing _gli ads sono on air a partire dal 13 giugno sui principali network americani_la valenza è di 14 giorni, termina il 27 giugno, lasciando 2 giorni di buio prima del lancio_dopo tale data la strategia cambia e saranno messi in rilievo altri aspetti dell’iPhone, oltre a timing diversi_ budget _è stato calcolato un budget non superiore ai 5 milioni di dollari per l’ideazione e produzione di questa prima serie di pubblicità_ il budget legato al lancio dell’iPhone nel complesso si attesta intorno ai 50-60 milioni di dollari_
  7. 7. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 copy strategy promessa _iPhone ti permette di accedere in modo rivoluzionario a tutti i tuoi strumenti di produttività personale_ reason why _tutte le funzioni le trovi in un unico dispositivo, il tuo cellulare_ _N.B. in questa campagna Apple sembra concentrarsi sui product attributes del prodotto, lasciando al logo finale l’identificazione di un’emotional benefit (creatività contro l’ordine sterile, da sempre valori del marchio Apple)_in realtà si posiziona su un terzo gradino, quello del consumer benefit, suscitando subdolamente nel consumatore un’emozione, la voglia di avere l’oggetto più cool sul mercato, e la possibilità di farlo tra i primi (“coming june 29”)_ brand character _seducente, cool, tecnologico, all’avanguardia, creativo, semplice ed amichevole ma al contempo produttivo_ tono di voce _rassicurante, amichevole, che ispira fiducia, anche ironico_
  8. 8. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 consumer insight _l’innovazione digitale permette di telefonare, di ascoltare musica, di navigare in internet, di fotografare e di non perdersi nella metropoli_servono troppi strumenti da portare con sé per coprire tutte queste funzioni, ed i pochi prodotti che offrono tutto ciò insieme non sono né friendly né smart_ selling idea _avrai accesso a tutte le funzioni di cui hai bisogno con incredibile semplicità dal tuo cellulare_ telling idea _null’altro che le tue dita ti serviranno per “toccare” la tua musica, le tue foto, ed in modo rivoluzionario e veloce navigare e mandare le tue emails, cercare un ristorante su Google Maps e mostrare un video divertente di YouTube ai tuoi amici_arriva una chiamata: non dimenticare che è tutto sul tuo iPhone, il tuo telefono_ mandatory _stupire attraverso la creatività, la semplicità, il colore_sovvertire le regole sterili imposte dagli altri_sono elementi che Apple ha sempre inserito nelle proprie campagne a partire dalla famosa “1984” in occasione del lancio del Mac_
  9. 9. iPhone - copy brief v i n c e n z o r i s i - m a t r. 3 2 0 4 / 0 0 0 9 8 call to action _aspetta il 29 giugno per recarti presso i negozi AT&T o presso gli Apple Stores per vedere o acquistare l’iPhone_ media mix _questo progetto pubblicitario si rivolge alla televisione_sono stati scelti unicamente canali televisivi a copertura nazionale negli Stati Uniti_gli ads sono stati lanciati con particolare insistenza su canali satellitari a sfondo economico, quali Bloomberg TV_tutto il progetto pubblicitario è accompagnato da una serie di rumours rilasciati da Apple con l’avvicinarsi della data di lancio in modo da creare attesa e supportare la campagna televisiva_su internet Apple aggiorna un poco alla volta la propria pagina dedicata all’iPhone_i blog degli opinion leaders, i giornalisti on line, i forum rivolgono molta attenzione al lancio del prodotto, creando attesa e attenzione nei consumatori e supportando la campagna_

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