Over the last few weeks I have blogged about Apple’s key ingredients to success. I have talked about Apple’s brand imaging, Steve Jobs and last week I blogged about Apple’s stores. This week I will explore the mysterious wonder land that is Apple’s advertising campaigns, more specifically the Ipod campaign.
The first Apple advert was in the 1970s, since then Apple has been trying to lead the way in innovational advertising. This advertising theme has still not changed today.
For example, the memorable ipod adverts with bright coloured backgrounds and the silhouettes. These adverts were a highly successful campaign. Singh (2006) state that about 90-62% of an initial assessment of a product is made on colour alone. Sing, also found that colour can significantly impact the mood of customers. Furthermore, Gorn et al., (1997) discovered that brighter colours, such as the ones used in the Ipod ads, elicit a higher state of excitement in individuals.
All this research shows that the format of the Ipod ads were specifically created to excite customers. To develop an image for the Ipod, that it is an exciting product full of innovation. These adverts started the Ipod epidemic, the Ipodemic! Over a 100 million units sold over 6 years!
Another factor about the Ipod advertising campaign was the use of popular music. The music was the key to the campaign’s success.
Whan and Park (1986) found that the use of music develops consumer’s atitude towards the brand. Apple uses music that is new and popular at the time. The use of chart music presents the Ipod as a chart-topping music player, that is also new and popular. The use of music and simple messages creates the elementary message ‘Buy this’, or, alternatively, ‘Use this’. De Pedro Ricoy (1996).
Apple’s Ipod advertising campaign was so effective because of the appliance of popular music and the contrast of bright colours and silhouettes. The Ipod was framed as an item of popular culture which attempts to change your thinking of a mp3 player. The clear, simple messages that appear in the adverts further this avant-garde music player. Below is a recent advert for the Ipod. As you can see Apple has evolved the campaign. It stil encompasses the use of popular music and contrasting colours. Moreover, the new style advert keeps the plain, crystal clear message ‘Ipod’.
What do you guys think of the Ipod campaign? Is there any other adverts that you like?