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.

Just Fallen In Love With Audible

Hello Internet freaks! Not sure if you´ve heard about it or now, but there´s a cool Internet service for those who either don´t like reading books, or don´t have time to do so. It´s called Audible.

Audible, a brand that originated in US in 1997, is now the leading Internet provider of spoken Infotainment on the Internet, specializing itself in spoken experience, providing digital audio editions of books, newspapers and magazines. The company (Audible Inc.) is not only the Amazon´s exclusive download partner (since 2000), it´s also iPod / iTunes compatible.

These days you may find audio stuff from a wide range of categories including business, comedy, drama and poetry, erotica and sexuality, religion, self development, sports, history, and many more.

Audible is also offering a membership programm with some reasonable discounts and benefits. However, as the US dolar is quite affordable currency, you don´t have to be afraid of paying too much for a service like that. It depends on what you´re interested in. Naturally. For instance a 5h book on "how to deliver a speech like JFK" will probably cost you more than a 30 min. quick, fresh article on "ending the war between marketing ans sales" by some strange guy called Philip Kotler... Never heard of him.. 8-/

Search capabilities are quite sofisticated (means customer friendly), payment options limited to several types of credit cards. With secure payments I shouldn´t forget to add... Well, hopefully, as I´ve just order my first 4 digital audios :-) The payment was done in 3 days from the day of my bank order. Then it took cca 1 more day for Audible to process my payment and make the chosen audios available for stream and/or download - as you wish. You may download the stuff directly to your PC/Mac and burn it on a CD, or you may download it directly to your MP3 player. And you can download your audios how many times you wish, you just need to log-in and help yourself.

For the download itself, you need either iTunes or Audible´s easy organizer-software to be installed on your computer. Like I said - overall it´s pretty easy and fun to use. Check it out!

TG