Monday, June 22, 2009

Advertising that works

The Get a Mac campaign started in 2006. In the 1st quarter of that year, Apple iMac's market share was at 4%, according to the market research firm Gartner. After 2 years and a half, in the 3rd quarter of 2008, iMac's market share reached 9,5%. A 135% growth. The iMac sales alone - more than $14 billion in 2008 - were greater than Apple's entire product lines in 2005, including the iPod. It can't get more effective than that.

The commercials are made by TBWA, starring Justin Long (from Die Hard 4.0) as the Mac and the humorist John Hodgman as the PC, and they are really well directed by Phil Morrison. It's almost if they were in a play, acting on a white background, with dialogues full of humor and sarcasm. Mac's brand image is well represented by its character. While PC is an old guy, with boring clothes and dorky look, Mac is cool, with casual clothes and has a younger attitude. Here's some of the 30' spots:

You can see all the TV spots here.

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