Apple iPhone 6: World Gallery

This case study looks at a campaign from Apple to keep the iPhone 6 exciting by turning away from numbers and specs boasting, and leveraging the understanding of the uses and output of users' cameras.

Apple iPhone 6: World Gallery

Agency: TBWA, Media Arts Lab

Objectives

It's January 2015, following the launch of the iPhone 6 and 6 Plus. The sales numbers have stunned the media, Wall Street and consumers alike, making the iPhone 6 and 6 Plus Apple's most successful product launch ever. But the smartphone category moves fast. The challenge: beyond launch how can we keep it exciting?

To better understand the challenge, we analyzed the conventions defining the category:

  • Chasing after the next "new". New product launches now happen throughout the year - each heavily pushing its own campaign window by touting...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands