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Similaire à Apple wiBud campaign targets Gen Y
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Apple wiBud campaign targets Gen Y
- 1. The Pod People Ad Agency Michael Tanenbaum Sharon Haughey Pei-Chi Chou Anita Soetanto
- 3. Apple Inc.
- 5. 1976
- 8. 2008
- 16. Introducing... • Apple bluetooth wiBud • A must-have iPod accessory! • Free Your Mind!
- 18. $69.99
- 19. Place
- 20. Place
- 21. Place
- 22. Competitors
- 23. Competitors
- 24. Target Market • Members of Gen Y born between 1978 and 1988 • Over 76 million Americans • HHI $50,000 • College educated • Fashion- and brand-conscious
- 25. Target Market • Members of Gen Y born between 1978 and 1988 • Over 76 million Americans • HHI $50,000 • College educated • Fashion- and brand-conscious
- 26. Target Market • Members of Gen Y born between 1978 and 1988 • Over 76 million Americans • HHI $50,000 • College educated • Fashion- and brand-conscious
- 27. Positioning statement “For the technology a cionado who appreciates sophistication and elegance in design, the Apple wiBud is the cutting-edge accessory for the ultimate listening experience that gives you increased exibility and movement that you cannot achieve with old-fashioned wired ear buds.”
- 28. Communication Goals
- 30. Maintain
- 32. Intensify
- 34. Generate
- 35. Program Selection •Billboards •Internet •Television
- 36. Billboards
- 37. Billboards
- 38. Billboards
- 39. Billboards
- 40. Billboards
- 41. Billboards
- 42. Internet
- 43. Internet
- 45. Television
- 47. Budget
- 48. Billboard Production costs $500,000 30 Sheet Posters $4,950,000 Total Billboard Cost $5,000,000
- 49. Internet Social Networking $500,000 (Facebook, Myspace, etc.) Technology Websites $500,000 (Techcrunch, Wired, Cnet) Total Internet Cost $1,000,000
- 50. Television 30- and 25-second spots Production costs $300,000 National networks (ABC, $3,000,000 NBC, CBS, Fox, etc.) Spot Cable (Major Cities) $5,700,000 Total TV Costs $9,000,000
- 51. Timeline Full-Scale Campaign Press Releases Billboard and Product Launch and Blogs Advertising 1 to 3 4 to 6 7 to 12 Months Months Months
- 52. Concurrent Testing • Metrics & elements of measurement • Best third party agency • Tracking studies • Scanner data audits and analysis • Benchmarking • Adjusted campaign strategy
- 53. Post Testing • Recognition and awareness effects • Focus groups • Targeted questions • Campaign repositioning
- 56. Thank You!
- 57. Thank You!