Now Why Don´t You Get a Mac

There´s been some big stories making big headlines in June. And one of them claimed the following: Apple Inc. “Get a Mac” Named Most Successful Marketing Campaign of 2007. Now, where did this particular news came from? Surprise, surprise, it was the Effie 2007 results introduced on 8. June. Say Wow! :-)

...and check out the Apple Get a Mac website to see SIMPLICITY in its most beautiful substance. The Get a Mac Internet campaign, created by Media Arts Lab/TBWA, proved that simplicity can deliver the most astonishing results including market share growth of more than 42%, record sales and even cultural influence.

“After much spirited discussion, the jury unanimously awarded Apple the Grand Effie for its portrayal of the Mac/PC rivalry. They managed to do it with humor, class, and honesty without falling into the trap of overtly negative competitive advertising,” said John Butler, Co-Creative Director of Butler Shine Stern & Partners and the 2007 Grand Effie Jury Chair. (source: effie.org)

The campaign, as I see it, succeeded and helped Apple to burnish its positions especially in the US market (where the company is doing more than half of its Mac business) from the following reasons: the campaign is conceptually brilliantly simple (as already mentioned above), perfectly executed (means understandable to the consumer), and still highly entertaining (means you won´t go like “Hm, I had lots of fun. But what was the name of the product?”). It doesn´t make the consumer run to the nearest Apple store to buy a Mac, but it makes you think about it. It draws your attention to a choice you´ve probably never thought of. So, who knows, your next PC could as well be...Mac.


TG
Written on an Asus notebook :-)

About the Effie Awards

The Effie Awards honor the most significant achievement in the business of marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of consumer engagement that contribute to a brand’s success. Any marketing medium is eligible for an Effie, as long as results are proven, including Print, TV, Radio, Outdoor, Internet, Guerrilla, Digital, Package Design, Events, Street Teams, PR, Paid or Unpaid Media.