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http://www.insanely-great.com/news.php?id=524
Apple shifts gears with PC testimonial ad campaign
By Michael Flaminio, Insanely Great Mac
June 10th 2002
Apple Monday announced a new ad campaign feature new Mac users fresh from the dark
side.
PC to Mac Switchers is the latest term out of Cupertino. These are new Mac users
coming from the "other 95 percent" of computer users, a reference to Apple''s market
share compared to Microsoft Windows. The new ad campaign uses one-on-one testimonials
from actual people who chose to leave their PC for a Mac.
�These are not actors�they�re real people who have switched from PCs to Macs, telling
their story in their own words,� said Steve Jobs, Apple�s CEO. �More people are
interested in switching from PCs to Macs than ever before, and we hope that hearing
these successful switchers tell their story will help others make the jump.�
The new ad campaign is the latest series of commercials since the Think Different ads
in 1998. In total there are eight ads, which start running this week. The commercials
are set to appear on Boston 24/7, The Drew Carey Show, ER, and the NBA Finals. The TV
spots will be accompanied by print ads in Time and Newsweek, in addition to other
publications.
Perhaps an indication of Apple''s commitment to the campaign, a "Switch" tab is now
present in Apple''s main menu bar. All the ads are available for viewing at Apple''s
Web site. Along with the commercials, additional information at the site is available
for browsing. The ads are based on letters and email received from customers,
according to Apple. The commercials were directed by documentary filmmaker Errol
Morris, best known for The Thin Blue Line.
Analysis:
This campaign has likely been in the works since Apple moved to start opening retail
stores. With the Jaguar release this summer, Mac OS X should present a formable
alternative to Windows, combined with a refined OS and ample third-party product
offerings. With a retail presence in most major markets and attractive product
offerings, the only thing missing in the marketing, which is now under way.
Post your comments at:
http://www.insanely-great.com/news.php?id=524
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