Chris Choi’s Marketing Blog
Jan 16th, 2012 by chrischoi
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.
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.
