Apple: The Rock X Siri — Dominate The Day

Apple, a technology brand, created a short film on YouTube that showed Siri organisation Dwayne "The Rock" Johnson's busy schedule to encourage users across China, Japan, Germany, the UK and the US to re-engage with Siri.

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...

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