Color is the new Black
3 Situation Analysis 5 Research 9 Creative Brief 10 Creative Executions 18 Media Brief 20 Spending Breakdowns 21 Media Schedule 23 Conclusion & Sources
EXECUTIVE SUMMARY With the evolution of the smartphone, some may find themselves lost in a sea of technology and are unable to tell the difference between any of the phones being produced now; enter Apple and the iPhone. Not only has Apple found a way to make the iPhone stand out amongst it’s other competitors, but they’ve done so in a way to broaden their target audience unlike any other smartphone company has done before. September 20th marked the date of the expected release of the iPhone 5s, along with the unexpected release of the 5C; a cheaper, more colorful iPhone (the untapped target audience). Through extensive research and surveys conducted, we have determined that the target audience for this advertising campaign will be both male and female 1824 year olds. In the past, Apple has had the reputation of being a higher-end, more expensive phone to purchase, and with rising competitors price discrepancy is increased. Through this campaign, we will utilize the release of the iPhone 5c with our “Color is the new Black” campaign, and advertise that Apple has now come out with a $99 version of the iPhone in multiple colors, without decreasing in quality. The campaign will run from July 2014 until December of 2014, with heavier advertising in July, August, November and December, trying to capture the audience heading back to school in the summer, and then again during the holidays. For the year of 2012 when Apple released the iPhone 5, they sold a total of 125 million iPhones. Our campaign is aimed to increase that number by 7%, thus making our target objective 133,750,000 iPhones sold during the year following the launch of the campaign.
SITUATION ANALYSIS Economic Impact
• Economic downturn, smartphone users who typically upgrade their phones every 18-24 months, are now holding on for three months longer than usual.
• Fashion • People want to stay connected to the internet 24/7 • People can connect through social media networking sites and blogs.
Apple 2012 revenue (in billions)
of US smartphone users use Apple
of Apple’s revenue was from iPhone sales
• Apps allowing people to access and do multiple things • iCloud helps backup storage on smartphone • Camera is high-tech, better than most digital cameras • iOS allows applications designed for entertainment, games, education, music, and much more.
• Data Protection Act- ensures mobile data protection • American Recovery and Reinvestment Act (ARRA)-mandates additional data breach notification requirements • The Wireless Telephone Number Portability Act allows customers to keep their phone number when they switch wireless carriers.
SWOT • Apple was the first company to incorporate MP3 player with a smartphone • With the release of the 5c there is a quality yet affordable smartphone • Apple has Siri, a specialized voice command on the phone allowing for hands-free operation and the ability to have interactive conversations • First company to integrate a fingerprint scan on the phone for ease and reinforcement of privacy
• The previous Apple phones have a history of being more expensive than it’s competitors • The cases/screens of the iPhone are very delicate and can break very easy • Battery life has universally known to be pretty limited with past iPhone products
• Apple unveiled the 5c, a more affordable iPhone for the consumers, without lacking the signature iPhone quality • Camera, security, battery life and phone speed have all been upgraded with top of the line technology • Along with the release of the new iPhones, Apple also released their new operating system; iOS7
• Samsung has been closing the gap, and in some recent quarters, overtaken the iPhone for the smartphone market share • Other competitors such as Samsung, HTC, Nokia and LG offer many new features • Many customers unhappy with the new charging port, means they need to purchase all new equipment that is compatible with the new iPhone
Strengths: Great quality product, phones are more durable than others in the market Weaknesses: Less than impressive operating system
Strengths: Has BoomSound that amplifies sound through front speakers Weaknesses: Not enough brand recognition, cannot compete with the top of the market
Strengths: Highest quality camera and video Weaknesses: Has trouble standing out in the competitive market, focuses too much on camera features and not enough on “phone” features
Strengths: easy and maneuverable operating system Weaknesses: Simple and not very captivating phones, LG has many other product lines (washers, TV’s, etc.) meaning smartphones are not their main focus
TARGET Men and Women 18-24 The target audience for this campaign is18-24 year old males and females who are always on the go, fashionable, and are seeking new ways to express themselves. They are hard-working individuals that are trying to make life a little easier by having the best and most reliable technology available to them. They love to differentiate themselves from others with their own individuality and uniqueness.
24% 26% 31% 27% 38%
of US men of US of US 18-24 of US iPhone of US iPhone of US iPhone use an women use year-olds use users are users have a users earn iPhone an iPhone an iPhone White college education $75,000+ a year
Morgan is a 20 year old college student who enjoys listening to music, staying tech savvy, surfing the web and online shopping. She has a part-time job and is a full-time college student. As a budget conscious college student, she needs a phone that is not only affordable but reliable.
David is a 24 year old who just landed himself a big time job. He wants to stay business savvy, as well as technologically savvy. He needs to make conference calls, and stay up to date with the latest news. Being newly hired, he wants something to express himself at his workplace that will also be used in his everyday life.
SURVEY 100 In Depth Surveys of Men and Women 18-24 What brand comes to mind when you think about smart phones?
they thought of Apple when they thought of smartphones 81% Said what they considered the prominent smartphone 65% Own 66% Said they are loyal to their brand
Do you plan on upgrading to the new IPhone?
they would not be upgrading to the new iPhone 70% Said an extended period of time to 81% Wait upgrade their phone 73% Are on a parents cell phone plan
How would you describe the IPhone and other Apple products?
Said positive comments about Apple including “Apple is above the rest”, “top of the line”, and “user friendly”.
What do you look for in a smart phone?
they look for app availability when looking at a smartphone 38% Said they look for a phone that is easy to operate when looking at a smartphone 32% Said they look for screen size when looking 20% Said at a smartphone
CREATIVE BRIEF People get a sense of emotion and expression from color. It brings back memories of a certain object, place or day. That is exactly why the campaign will emphasize the color of the iPhone 5C. In the campaign, the target audience will be able to relate to their phone in a way that people normally canâ€™t. They will feel not only physically connected to their phone, but also emotionally. They will be able to stand out and not blend in with the rest. That is why the ads emphasize the unique attributes of the colored 5C. The ads are all black except for the 5C. The ads are simple and neat and stand out from other smartphone ads. The iPhone 5C not only looks good, but also makes people feel good knowing itâ€™s not like the rest. This campaign will make our target audience feel unique. The campaign will have print ads, banner ads, billboard ads, magazine ads, social media and commercials to display the creativity of the iPhone 5C.
Color is the new Black Color is more than just a hue. It expresses a feeling. Makes a statement. Declares an allegiance. Color reveals your personality. iPhone 5c, in five anything-but-shy colors, does just that. Step away from bland, be vibrant. Color is the new Black.
Designed by Apple in California
Copy: Color is the new Black. Color is more than just a hue. It expresses a feeling. Makes a statement. Declares an allegiance. Color reveals your personality. iPhone 5c, in five anything-but-shy colors, does just that. Donâ€™t blend in, stand out. Color is the new Black. iPhone 5C Designed by Apple in California.
The internet pre-rolls will be nationally ran 15 second spots. These spots will be featured before content on sites such as Hulu and Youtube. These pre-rolls will stay true to Appleâ€™s brand by featuring minimal voice overs and focusing on highlighting the product. Pre-Roll One
Frame1-2: Blue iPhone among black, music plays
Frame 3-4: Blue iPhone spins
Frame5-8 : Zoom in on blue iPhone Announcer: Donâ€™t blend in, stand out. Color is the new Black. iPhone 5C Designed by Apple in California.
Frame 1-4 : Camera slowly moves down a close up view of green iPhone, music plays
Frame5-8 : Zoom in on green iPhone Announcer: Donâ€™t blend in, stand out. Color is the new Black. iPhone 5C Designed by Apple in California.
COMMERCIAL The television commercials will be nationally ran 30 second spots. These commercials will stay true to Appleâ€™s brand by featuring minimal voice overs and focusing on highlighting the product.
Frame1-4: Black iPhone spins, music plays
Frame 5-8: Many black iPhones spin, music plays
Frame 9-12: Blue iPhone spins, music plays
Frame 13-16: Blue iPhone stands out from the black and separates to show features up close. Announcer: Donâ€™t blend in, stand out. Color is the new Black. iPhone 5C Designed by Apple in California.
The banner ads will be nationally ran on a variety of blogs. These ads will stay true to Appleâ€™s brand by focusing on highlighting the product. Viewers will click through this ad to Apples web page where they can purchase or learn more about the iPhone 5C.
Color is the new Black Designed by Apple in California
SOCIAL MEDIA Twitter will be used by acknowledging the campaign as #coloristhenewblack and with this people will be able to take colorful pictures and then use the hashtag to represent the campaign and their love for the iPhone 5C. (right)
Instagram is a huge hit with the targeted audience. They will be able to interact with the campaign by posting pictures of our “Color is the New Black” campaign for the iPhone 5C on the appleincglobal Instagram page. The consumer will share their colorful photos using the #coloristhenewblack hashtag. (far right)
Facebook will be used to represent the“Color is the New Black” campaign by having the cover photo of the Apple, Inc. page be an ad for the iPhone 5C. (top)
Pinterest will be used by posting pins of the iPhone 5C campaign so that when people scroll or search on their Pinterest they can re-pin or like the pin. (right)
Above: examples of photos consumers will be tweeting and instagraming using the #coloristhenewblack hashtag.
The billboard ads will be ran in select spot markets. These ads will stay true to Appleâ€™s brand by focusing on highlighting the product. Viewers will be urged to view Apples web page where they can purchase or learn more about the iPhone 5C.
Color is the new Black Designed by Apple in California
MEDIA BRIEF MEDIA BRIEF
The â€œColor is the New Blackâ€? campaign is heavily targeted which allows maximum impressions with very minimal waste. The strategy is to choose mediums in which our target audience use in order to be as effective as possible. The selected media buys will run during key promotional times, July through December, in order to maximize the ads potential success and to gain the most impressions. The campaign will key in on the back to school months, as well as major gift giving holidays.
TARGET MARKET The cities of New York, Los Angeles, San Francisco, Chicago, Philadelphia, Dallas, Boston, Atlanta, Houston, Miami, Washington D.C., and Phoenix have the highest activation rates of iPhone 5S and 5C. Because of this the targeted marketing, such as billboards, will take place in these areas.
Boston New York Philadelphia
Chicago San Francisco
Los Angeles Atlanta
Phoenix Dallas Houston
SPENDING BREAKDOWNS Traditional Media: $219,000,000 Television: $109,500,00
The campaign will limit advertising in television because of the recent decline of hours of television watched by 18-24 year olds. However, ads will still run on popular networks such as MTV, VH1, and CMT who ranked the highest amongst viewers of the target audience. Also included are 5 popular television shows that also have high viewing rates by the target audience which include; Modern Family, Girls, Game of Thrones, Mad Men, and Sons of Anarchy.
The campaign is narrowed down to nine major magazine titles that are amongst the top fifteen magazines in media reach to the target audience. These titles include Cosmopolitan, Maxim, Time Magazine, Sports Illustrated, Wall Street Journal, Rolling Stone, Vogue, Entertainment Weekly, and GQ.
Billboards that will represent the “Color is the New Black” campaign will be displayed in major iPhone 5C usage cities, such as New York, Los Angeles, San Francisco, Chicago, Philadelphia, Dallas, Boston, Atlanta, Houston, Miami, D.C., and Phoenix.
Non-Traditional Media: $146,000,000 Social Media: $73,000,000
Since the target age group of 18-24 year olds use social media quite religiously, the campaign will feature pictures of the “Color is the New Black” campaign on sites such as Facebook, Twitter, Pinterest, and Instagram.
Within the targeted age group, there has been a decline in watching television. So the campaign will rely heavily on pre-rolls of our campaign on websites such as Hulu and YouTube.
Banner Ads: $36,500,000
The campaign will have banner ads on internet sites such as, Pandora, Spotify, and Mashable since they are frequently visited sites by the target audience.
EVALUATION We plan on evaluating the success of our campaign by recording each quarterâ€™s fiscal earnings. We will compare and contrast the amount of iPhoneâ€™s sold from the previous year and this year. Comparing our sales to our competitors will also be apart of how we evaluate our success. We will also be looking at statistics to see if we get the increase of 7% in our iPhone sales as compared to the number we sold last year of 125 million. However, a successful campaign is not just measured by increasing sales quotas, we must also evaluate if the brand awareness has increased. Post campaign, we plan on giving surveys that will ask people random questions about what they thought about our campaign. We will also include our same survey from before the campaign to give us measurable insights to see if the awareness increased.
CONCLUSION & SOURCES CONCLUSION An integrated marketing communications campaign can bring many great facets into the communications and branding of any company. Apple can see great success by aligning its communication initiatives and aggressively targeting specific audiences, in this case young males and females ranging from the ages 18-24, with this integrated approach. This plan’s design will bring the very definition of the iPhone 5C to life for Apple through its alignment of messaging about the “Color is the New Black” campaign. Through the use of advertising/broadcast, print media, outdoor, web site outreach, and social networking efforts Apple will align its communications into a recognizable brand for the iPhone 5C. The integrated marketing communication efforts will allow Apple to better know its consumers, and its consumers will feel a closer connection with the iPhone 5C. Integrated marketing communications will allow Apple to successfully strive for this vision.
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TEAM PROFILE Amanda Blenden Creative Director
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Geographics and Research Associate
SWOT and Research Associate
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Demographics and Research Associate
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