One of the main strategies that Apple used in this campaign was the theme of simplicity. Apple today is launching an expansive new ad campaign that will run on television during the 2018 FIFA World Cup, as well as online. It wasn’t until Apple saw a survey on the American Consumer Satisfaction Index and realized that Macs were constantly rated higher than PCs in customer satisfaction. When picking the starring actors in this campaign, there is a clear depiction on who Apple is trying to reach in its audience. Apple aired the last âGet a Macâ TV ad in October 2009, marking the beginning of the end for the campaign. Our 9 favorite Apple ad campaigns, ranked. From âThink Differentâ to âShot on an iPhone,â we rank the most memorable Apple ads. Below are all 66 TV spots (plus the long version of 2008's "Sad Song") that aired during the campaign's run, from May 2006 to October 2009. Microsoft responded to the Get a Mac advertising campaign in late 2008 by releasing the âI'm a PCâ campaign 32. featuring Microsoft employee Sean Siler as a John Hodgman look-alike 33. In the last quarter of 2006 after more commercials came out, Apple sold a record breaking 1,600,000 Macs, an increase 39%. Apple has taken a new approach to marketing its Macs, with the new 'Get a Mac' campaign. This campaign was created the advertising agency TBWA/Chiat/Day. In the last quarter Apple sold over 2,300,000 MACS. This campaign was for the average person, those who do not know a lot about software or viruses and never really thought about purchasing a MAC before this campaign. What Differentiates Today’s B-to-B Marketing Leaders? After 4 years the campaign decided to include "MAC", which was played bye Justin Long and "PC"played by John Hodgman. Another strategy is in every “episode” that they aired; they highlighted a specific problem that PC had. Agencies Home; Accounts; AgencySpy The campaign ended up having 19 ads in total from which six ⦠The ads were created by TBWA\Media Arts Lab, which was the companyâs advertising agency. Below, find out why Appleâs âGet a Macâ campaign is her favorite marketing moment. June 3, 2017 5:00 a.m. PT. Although they were humorous commercials, it effectively showed all viewers that Apple is the better product in a way that everyone could understand. Lynn La, Patrick Holland. Apple's "Get A Mac" Marketing Campaign "Home Movie" Ad Primarily, a little glimpse into the actual campaign, through a video "Virus" Ad Analysis Introduction to Campaign The "Get a Mac" Campaign's central focus is to sell Macintosh Computers, primarily through the use of The company is subtly making the viewer aware of how simple their product is to use, and how simple it is to switch from PC to MAC (which is who their target audience is, current PC users who are scared to switch). After 4 years the campaign included 66 advertisements trying to convince the public to âGet- A- ⦠As well as ultimately increasing sales. Visually, this new campaign looked similar to the failed âSwitchâ campaign â a minimalist white background and a dialogue direct to the camera. Pingback: 5 Unconventional Tips to Increase Brand Loyalty Through Social Media - Inc, Pingback: 5 Unconventional Tips to Increase Brand Loyalty Through Social Media |, Pingback: Stage 4: Ads by Category. 1. On the other hand “Mac” displays a sense of caring, humility, and an overall cool and energetic vibe. He did it in person, he did it on stage, and he did it on television—in the form of advertising campaigns that were often the envy of the business. PC users knew of all the different malfunctions their computers suffer, and Apple wanted to make the public aware of these problems in a way that could make MAC’s look superior. After the end of the 'Get a Mac' campaign, Apple launched the new 'Why you'll love a Mac' campaign on its website for its Mac brand of computers. Also, the relationship between the two men is a friendship. “PC” comes across as a much older male who is uptight and all he cares about is work and not creativity. Some of the participants in Appleâs âGet a Macâ ad campaign, including stars Justin Long and John Hodgman along with copywriter Alicia Dotter Marder, were interviewed recently by trade ⦠Other than that campaign that Windows launched back in 2013, there has been no active campaign launched recently from Apple attacking PC. In June of 2006, Apple launched a new advertising direction: the Get a Mac campaign. 5. Two years later, Apple released its first âGet a Macâ ad, arguably the companyâs most successful and impactful series of ads to date. VPN Deals: Lifetime license for $16, monthly plans at $1 & more (Hormby) The Campaign On May 2, 2006, Apple launched âGet a Macâ, which now, in 2008, has climaxed to ⦠Apple 'Get -A-Mac' Campaign Chaka Setijawan LO: Show the way mass media use language to inform, persuade or entertain How Successful? Get A Mac campaign (GAM) was created by Appleâs long time ad agency TBWA/Chiat/Day. The main goal of Appleâs âMac vs. PCâ campaign was to portray owning a Mac as the âcoolâ and âhipâ thing to do over owning a PC computer, in a light-hearted, comedic way. All of the ads were directed by Phil Morrison of Epoch Films. John Hodgman as âPCâ and Justin Long as âMacâ Perhaps pulling a page from the Seinfeld playbook, Apple decided to end the four-year run of its now iconic âGet a Macâ television and Internet campaign in May 2010 while still on top of the advertising world. The new 'Get a Mac' section on the Apple web ⦠After 4 years the campaign included 66 advertisements trying to convince the public to ‘Get- A- Mac’. The iconic Get A Mac campaign was named the âbest ad campaign of the first decade of the new centuryâ by AdWeek in 2010 (Nudd, 2010).All 66 spots feature John Hodgman and Justin Long as the âbumbling PC and the hip, unflappable Macâ (Nudd, 2010) who made an undeniably compelling pair, and together created a great narrative for a very powerful brand. Apple, âGet a Macâ December 5, 2016 International Advertising Leave a comment In this ad, Apple used one of the most basic templates that were used to showcase the attributes of Macs that the PCs lack on the commercial that ran for over three years. Apple - Get A Mac campaign "Viruses" - 2006. Here is a cartoon that showed criticism of the campaign: Only after the first few commercials of the campaign sales dramatically increased by 12% in the first quarter of the campaign. In the first year the campaign produced 19 ads. The “Get a Mac” campaign turned out to be a huge success for Apple. In 2010, Adweek declared "Get a Mac" to be the best advertising campaign of the first decade of the new century. In 2004, just as the iPod was starting to pick up momentum in the marketplace, Apple began rolling out memorable iPod ads featuring dancing ⦠This campaign was created by the advertising agency TBWA, CHIAT and Day. They managed to make MAC’s look like the hip new product that everyone’s buying and they managed to make PCs look like the outdated product with many problems that Macs don’t have. Actor Justin Long bears a resemblance to Steve Jobs while John Hodgman was dressed to look like Bill Gates. In the first year the campaign produced 19 advertisements. This campaign boosted sales for Apple to a level they have never reached before and it convinced many PC users to switch to a MAC. The âGet a Macâ campaign features actors John Hodgman and Justin Long as PC and Macintosh computers, respectively, in a series of 30-second television spots. Apple has long been heralded as THE innovator when it comes to ⦠About Press Copyright Contact us Creators Advertise Developers Terms Privacy Policy & Safety How YouTube works Test ⦠While the “PC” character at times does not always seem to appreciate “Mac’s” friendship and is seen as the cold-hearted friend. Among the most beloved was the long-running "Get a Mac" series with John Hodgman and Justin Long as the bumbling PC and the hip, unflappable Mac—an odd couple who would entertain viewers for years with their quips, barbs, sight gags, and one-liners. On May 2nd 2006 Apple Launched their first Get- A Mac (GAM) commercial. This campaign was one that played out like a story; people enjoyed watching them because of the humor and satire that is going on in the ad. Agencies. Each actor was made to look like the computers they represent along with their creators. My Account Log Out Sign In Subscribe. Although it did receive some criticism from some people for “attacking” PCs, the campaign received proved to be extremely effective in reaching its target audience and is considered one of the best advertising campaigns of this decade. This GAM campaign targeted an audience that was not exactly the most ‘tech savy’. 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Doing this they were able to make their audience question if a PC was the right type of a computer to have. News & Analysis. In the friendship though, a strategy the MAC used was making the character “Mac” the more friendly, caring character. To launch the process, Jobs reportedly just said that "the Mac needs a campaign," which pushed dozens of executives and creatives into the process to spawn ideas for presentation to the Apple CEO. Below are all 66 TV spots (plus ⦠Apple launched their âGet a Macâ Campaign in 2006 and it ran until October of 2009. This campaign was for those individuals who have a PC but are not quite sure what else there is out there. Only this time, instead of one person, there were two. At the end of the year, the campaign consisted of 19 ads. In 2010, Adweek declared "Get a Mac" to be the best advertising campaign of the first decade of the new century. They launched and aired 66 ads over that period of time and in 2010, Adweek declared the campaign to be the best advertising campaign of the first decade of the new century. Lastly, the main strategy in the campaign was to be humorous. The series, which feature Justin Long as the scruffy-but-adorable Mac and John Hodgman as the businesslike-but-adorable PC, was one of Apple's most successful, sparking a raft of parodies. On May 2nd 2006 Apple Launched their first Get- A Mac (GAM) commercial. In the first year the campaign produced 19 ads. Apple - Get A Mac campaign "Viruses" - 2006 - YouTube. ⢠Shown in US, Canada, Australia, New Zealand, UK and Japan. The ads were similar to the ones that the Get-A-MAC campaign put out, but instead of the two men representing the products, they had the actual products (IPad and a tablet) banter back and forth through the voice activation systems. But members of the GAM campaign welcomed the backlash because as they say “no publicity is bad publicity”. But ultimately they were trying to point out all the flaws to make PC look bad, maybe even worse then the company actually is. However, the clever marketing continued ⦠The Get a Mac campaign received the Grand Effie Award in 2007 31. The famous Get a Mac campaign was a widely broadcast television advertising campaign, launched by Apple Computer Inc. (The company later changed its name to just Apple, Inc.) The ad ran for three years, from 2006 to 2009. GLOBAL – IMC FOLIO BLOG, Маркетинговые стратегии: "Давид и Голиаф", как бренды челенджеры продвигают себя - Digital-Marketing.kz, Summer Session: Preparing me for the harsh realities of college, “If you’re a PC user, these ads are more likely to irritate you than convert you.”, “Apple certainly got a lot of people angry with the Get a Mac ads as well, but that only added to the overall media coverage.”, “There are other people whom the ads could have the opposite of a desired affect on. These 66 commercials included “Mac” played by actor Justin Long and “PC” played by John Hodgman. The campaign created the image and lifestyle Apple stands for in contemporary society, an image that GAM presents to a new generation of potential Mac enthusiasts. Industry observers noted that Apple had now made a big shift in the way it advertised the Mac, and wondered whether this was a better way of promoting the Mac. In 2005, Apple's Mac sales were decreasing, and the company set out to change that with a brand-new ad campaign, titled Get a Mac. People enjoyed seeing the ads and wanted to look for the next one. PC’s still dominated the market and Apple was struggling to convince consumers that their product was better. The backdrops of these ads are a plain white seen with nothing else to distract the eye. Research Conducted by the Company. New Apple Get a Mac commercial, PC needs surgery to upgrade to Vista. On May 2nd, 2006 Apple launched their first Get A MAC Commercial. The main message throughout all of the commercials is that MAC is a better computer and overall a nicer guy. In each commercial “Mac” and “PC” have conversations which unless end up with “PC” embarrassing himself and showing all the reasons why “Mac” is a better computer. This campaign was no expectation to that rule. Love it or hate it, Apple's "Get a Mac" campaign has always been good at drawing eyes and ears.So good, in fact, that the campaign won the title of the Most Successful Marketing Campaign ⦠Apple Inc. â Get a Mac â Named the Most Successful Marketing Campaign of 2007 WPP is the Top Winning Holding Company at the 39 TH Annual Effie ⦠The 1990s Think Different campaign linked Apple to famous social figures such as John Lennon and Mahatma Gandhi, while also introducing "Think Different" as a new slogan for the company. Get a Mac Campaign ⢠Television Advertising campaign created for Apple ⢠Created by: TBWA Media Arts Lab ⢠Campaign ran from 2006 to 2009 ⢠Series of small ads of 30 seconds. Today the Apple campaign against PC is settling down and there are not many current campaigns. All 66 ads were directed by Phil Morrison of Epoch Films for TBWA Media Arts Lab. Steve Jobs could sell. 1 Across the Board for 3rd Straight Day. Sales continued to dramatically increase throughout the entire four-year campaign. Some people don’t want overbearing statements such as ‘Macs are better at life stuff’ without some sort of backing.”. Computer Desktop market share more than doubled Apple Inc.'s stock price rose 142% 2005-2006, 12% increase in iMac shipment in US End of July It is easy to watch and simple, which is what Apple is trying to portray that MAC’s are. Overall, the strategies Apple used are able to capture the audience and keep them attentive and interested throughout the whole campaign. Prior to the campaign, Apple’s sales seemed to be slowly decreasing. With any popular campaign you have to expect some backlash. Many of the character traits “PC” represents include being arrogant, slow, boring, mean, unreasonable, and most importantly a nerd. The award-winning "Get a Mac" campaign launched in 2006, with over 80 thirty-second spots being produced, some exclusive to the UK, Japan, or the web. Not only was this campaign widely perceived as a success, but nearly 10 years after the campaign finished, it is still recognizable to a lot of people. They all feature âMacâ (played by actor Justin Long), and âPCâ (played by John Hodgman of The Daily Showfame). An Agency Blueprint for the Post-Cookie World, This Is the Year for Proactive Agency New Business Growth, Debbie Adler, Head of Creative Industries NA, U.K.’s Department for International Trade, Mike Petrella, VP Global Partnerships, Verizon Media. GLOBAL – IMC FOLIO BLOG, Pingback: Маркетинговые стратегии: "Давид и Голиаф", как бренды челенджеры продвигают себя - Digital-Marketing.kz, 5 Unconventional Tips to Increase Brand Loyalty Through Social Media - Inc, 5 Unconventional Tips to Increase Brand Loyalty Through Social Media |, Stage 4: Ads by Category. But in 2013, Windows fought back at Apple, not on the MAC vs. PC level, but about tablets. “Mac” represents a young fun guy who always does the “right thing”. That campaign featured what the company referred to as "real people" who had "switched" from the Microsoft Windows platform to the Mac. Appleâs Get-A-Mac (GAM) campaign, created by Appleâs longtime ad agency TBWA\Chiat\Day, was launched May 2, 2006. This campaign was created the advertising agency TBWA/Chiat/Day. Campaign in the US has published a hugely interesting behind the scenes article on the untold history of Appleâs iconic âGet A Macâ ads campaign. Watch later. They took all of PC’s many weaknesses from its constant viruses to its inability to give its users any creative control, and showed the audience that MAC doesn’t have any of those issues.