Case Study 7: Apple’s “Get a Mac” Campaign

Overview: Apple’s “Get a Mac” campaign, which ran from 2006 to 2009, is often cited as one of the most effective advertising campaigns of the 21st century. The campaign featured a series of television commercials that personified Apple’s Mac and Microsoft’s PC as two distinct characters, with the Mac portrayed as young, cool, and user-friendly, and the PC as older, stodgy, and prone to technical problems. This clever and humorous approach helped Apple differentiate itself in a competitive market and boost its market share.

Strategy: The strategy behind the “Get a Mac” campaign was to highlight the key advantages of Apple’s Mac computers over PCs in a relatable and entertaining way. Apple wanted to position the Mac as the superior choice for consumers who valued simplicity, reliability, and creativity. By personifying the Mac and PC, Apple made the comparison between the two platforms more engaging and memorable for viewers.

The campaign targeted both tech-savvy consumers and those who were frustrated with the complexities and technical issues often associated with PCs. Apple’s goal was to make the Mac appear more approachable and desirable, especially for younger, creative audiences.

Execution: The “Get a Mac” campaign was executed primarily through a series of 66 television commercials, each featuring the same two actors portraying the Mac and the PC. The ads followed a consistent format, with the Mac and PC standing side by side while the PC struggled with various issues, such as viruses or software compatibility, and the Mac calmly highlighted its advantages.

The campaign was supported by print and online ads, as well as Apple’s strong retail presence. The ads were humorous and lighthearted, making them highly shareable and appealing to a broad audience.

Results: The “Get a Mac” campaign was a major success for Apple, helping to boost its market share and sales significantly. By the end of the campaign, Apple’s share of the U.S. computer market had increased from 4.3% to 10%. The ads also generated a massive amount of media coverage and online buzz, further solidifying Apple’s reputation as an innovative and consumer-friendly brand. The campaign won multiple awards, including a Grand Effie Award for effectiveness in advertising.

Visual Aid Suggestions:

  • Market Share Growth Chart: Display Apple’s increase in market share from the start to the end of the campaign.
  • Character Comparison Chart: Show a side-by-side comparison of the traits personified by the Mac and PC characters.
  • Commercial Gallery: Feature screenshots or stills from some of the most popular “Get a Mac” ads.




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