Apple iPhone 5s: You're more powerful than you think

This case study describes how Apple, the technology brand, created an ad campaign to emphasise the superiority of the iPhone 5S against similar-looking competitor brands.

Apple iPhone 5s: You're more powerful than you think

Campaign details

Agency: TBWA Media Arts LabBrand: iPhoneAdvertiser: Apple

Summary

The goal of 'iPhone 5S : You're More Powerful Than You Think' campaign was to reframe the smartphone category conversation and communicate the iPhone difference to consumers in a way that went far deeper than tech-and-specs.

In the 12 markets we advertised at that time (U.S., Canada, Australia, UK, France, Germany, Italy, Spain, Switzerland, China, Japan, Korea), iPhone was by far the most admired smartphone in market. However on the surface, to many smartphone shoppers, iPhone...

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