In class, we discussed about the numerous ways a business can market itself and the importance of how a strong marketing campaign can determine the level of success of a business. After having shown the sequential marketing campaign that Old Spice used and the level of success it achieved in its business, it reminded me of the MAC vs PC commercials.
[youtube]https://www.youtube.com/watch?v=BpOvzGiheOM[/youtube]
This video titled “Broken Promises” is one of many examples of the MAC vs PC ads where Apple uses a very simple and humorous way to market its brand. They put much emphasis on the simplicity of their ads by using a plain white room and very few props. I believe that this marketing campaign is very effective as the production costs were very low and it was a great way to efficiently represent the culture and the brand color of Apple.
These numerous commercials include a comparison and a criticism of their leading competitor, Microsoft (PC computers).They portray the PC character as a “suit and tie, often dishevelled, almost always frazzled and completely clueless,” while Mac portrays itself as a more seemingly relaxed, calm, and hip. Additionally, every commercial, the Mac character always has his hands in his pockets, which in body language illustrates a relaxed and care-free posture. I think this definitely allowed Apple to successfully brand itself as being “user friendly, easy-going, and innovative.”
When creating a campaign strategy, building a brand needs to be memorable and discussion worthy, and I think Apple accomplishes this task quite well. The message sent across to consumers within these ads are clear, concise, and consistent and all the while combined with humour, effectively leaves a lasting impression on the minds of consumers.
[youtube]https://www.youtube.com/watch?v=fN_Y6yyqvS8&feature=relmfu[/youtube]