Apple Inc.The Journey from a Garage to Infinity

A presentation by Mohd Samim Faizy

Advertising strategyAbout Apple

The Man behind Apple

Advertising strategyApple focused on many categories while considering its advertising strategy. It took into consideration the

location of the people, the usage and demand for certain technological updates but just like its first

product in the beginning every strategy boosted after a minor setback.

“…because the customer doesn’t know what to expect next, until we show it to them.”

-Steve Jobs

Think Different

• Apple’s one of the major, most successful advertising slogan was “Think Different”.

• It was started in 1997 for Apple Computers by the Los Angeles office of advertising agency.

• The words "think different" were created by Chiat/Day art director Craig Tanimoto.

• The text of the various versions of this commercial were written by Rob Siltanen and Ken Segall.

Television commercials

Significantly shortened versions of the text were used in two television commercials, known as "Crazy Ones"

The one-minute commercial featured black-and-white footage of 17 iconic 20th century personalities.

They were: Albert Einstein

Bob Dylan Martin Luther King Mahatma Gandhi

The commercial ends with an image of a young girl opening her closed eyes, as if making a wish.

• The thirty-second commercial was a shorter version of the previous one, using 11 of the 17 personalities, but closed with Jerry Seinfeld, instead of the young girl.

• Another early example of the "Think Different" ads was on February 4, 1998, months before taking the colours out of the logo, where a commercial aired with a snail carrying an Intel Pentium II chip on its back moving slowly, as the Power Macintosh G3 claims that it is twice as fast as Intel's Pentium II Processor.

Steve Jobs said this to explain the strategy behind the slogan

“The minute that you understand that you can poke life and actually something will, you know if you

push in, something will pop out the other side, that you can change it, you can mould it.”

Print Advertisements

Two steps:• Initially they were traditional showcasing

computers or electronics with the slogan. They were published in magazines like Newsweek and Time.

• Gradually they featured a portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner, with no reference to the company's products.

Posters Promotional posters from the campaign were produced in

small numbers in 24 x 36 inch sizes. They featured the portrait of one historic figure, with a small Apple logo and the words "Think Different" in one corner. The posters were produced between 1997 and 1998. There were at least 29 different Think Different posters created.

In addition, around the year 2000, Apple produced the ten, 11x17 poster set often referred to as "The Educators Set", which was distributed through their Education Channels.

The "Think Different" Campaign proved to be an enormous success for Apple and therefore used iMac personal computer and later the Mac OS X operating system.

The spot would garner numerous awards and accolades, including the 1998 Emmy Award for Best Commercial and the 2000 Grand Effie Award for most effective campaign in America.

Since late 2009, the box packaging specification sheet for iMac computers has included the following footnote:

Macintosh Think different.

iMac, iPod, iPhone, iPad, iBook

Why the obsession with ‘i’?