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Apple’s Think Different Marketing Campaign Example – Case Study

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Apple and the “Think Different” Marketing Campaign

Apple is a multinational technology company that designs and develops consumer electronics, computer software, and online services. Founded in 1976 by Steve Jobs, Steve Wozniak, and Ronald Wayne, Apple has become one of the most innovative and influential companies in the world. Apple’s products are known for their sleek design, intuitive user interface, and seamless integration between hardware and software.

In the late 1990s, Apple was struggling to compete with its main rival, Microsoft. The company had experienced a series of setbacks, including the failure of the Macintosh computer and the departure of Steve Jobs. To revive the company’s fortunes, Jobs returned to Apple in 1997 and launched a new marketing campaign that would change the trajectory of the company.

The “Think Different” campaign was launched in 1997 with the aim of promoting Apple’s brand and products as innovative and different from the competition. The campaign consisted of a series of print and TV ads featuring iconic figures such as Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr. The ads featured the slogan “Think Different” and encouraged viewers to embrace their creativity and individuality.

Success of Apple’s “Think Different” Marketing Campaign

The “Think Different” campaign was a huge success for Apple, both in terms of brand recognition and sales. The campaign helped to establish Apple as a company that valued creativity and innovation, and it resonated with consumers who were looking for something different from the mainstream. Here are a few examples of the campaign’s success:

Increased Brand Recognition:

The “Think Different” campaign helped to increase Apple’s brand recognition and establish the company as a leader in innovation. The ads featured iconic figures from history and popular culture, such as Muhammad Ali, John Lennon, and Amelia Earhart, which helped to create a strong association between Apple and creativity.

Increased Sales:

The “Think Different” campaign also had a significant impact on Apple’s sales. In 1998, the year after the campaign was launched, Apple’s revenue increased by 45%, and the company sold more than 2.5 million iMac computers. The iMac was a key product for Apple at the time, and the success of the campaign helped to drive sales of the computer.

Changed Perception of Apple:

The “Think Different” campaign helped to change the perception of Apple as a company that was struggling to compete with Microsoft. Instead, it positioned Apple as a company that valued creativity and individuality, and that was willing to take risks to innovate.

Examples of Apple’s “Think Different” Ads

Here are a few examples of the iconic “Think Different” ads that helped to establish Apple’s brand and message:

The “Crazy Ones” ad featured a series of black-and-white photos of iconic figures such as Albert Einstein, Mahatma Gandhi, and Martin Luther King Jr. The ad celebrated the power of creativity and individuality, and it encouraged viewers to embrace their own unique perspectives.

The “Here’s to the Crazy Ones” ad featured a voiceover by actor Richard Dreyfuss, who read a poem celebrating the creative spirit of those who “think different.” The ad featured a montage of footage of people engaged in creative activities, such as painting, dancing, and playing music.

The “Think Different” ad featured a series of colorful images of people engaged in creative activities, such as painting, playing music, and dancing. The ad encouraged viewers to think outside the box and embrace their own creativity.

Conclusion

The “Think Different” campaign was a game-changer for Apple, helping to establish the company as a leader in innovation and design. By celebrating the power of creativity and individuality, the campaign resonated with consumers and helped to change the perception of Apple as a struggling company to a powerhouse of innovation. The campaign’s impact can be seen in the success of Apple’s products, including the iMac, iPod, iPhone, and iPad, which have become cultural icons and have transformed the tech industry. The “Think Different” campaign was successful because it tapped into a fundamental human desire to be creative and unique, and it communicated this message in a powerful and inspiring way. It remains one of the most iconic and influential marketing campaigns of all time, and it continues to inspire and motivate people to think differently and embrace their creativity.

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