Campaign details
Advertiser: AppleBrand: AppleAgency: In houseCountry: China, Germany, Japan, North America, United Kingdom
Objectives
In 2011, Apple launched Siri – the world's first widely available voice assistant. By 2017, the voice-assistant category had become one of the hottest battlegrounds in tech.1 Competitors like Amazon and Google were spending to win: In the first half of 2017, Amazon alone spent over $190 million marketing Echo products in the US, UK, and Germany.2
Apple had not marketed Siri in over a year. In some countries, like China, Apple had never promoted...