Background:
The iPhone 6 is an Apple Inc. smartphone device. Wanting to showcase the impressive camera, Apple implored TBWA\Media Arts Lab, who in turn created the “Shot on iPhone 6” campaign. Apple had 13.9% of the Smartphone Manufacturer Worldwide Market Share, whereas Samsung had 21.4%, with others making up the remaining 64.7%. Android had an advantage with its operating system being compatible on a multitude of devices, while iOS is only available on Apple Inc. products.
Challenge:
TBWA\Media Arts Lab was challenged to inspire the audience by highlighting the simplicity and innovation of the iPhone 6, while encouraging consumers to be adventurous, go outside, and capture the exciting and inspiring aspects of everyday life. Apple believes that those simple moments have immense beauty. Another prevalent challenge was competing across several competitive markets. Due to this, positioning was of great importance. With Smartphone users wanting to be up to date on the newest technology, TBWA\Media Arts Lab and Apple Inc. had to find a way to stand above the competition to their target market.
Solution:
TBWA\Media Arts Lab performed a competitive analysis of the iPhone’s current place in the market. TBWA\Media Arts Lab purchased media that created campaign awareness. Design consistency was crucial, as the media would obviously gain exposure. The main idea behind this campaign was to sell the idea that the consumer could take breathtaking photographs if they use an iPhone 6. Apple wants their target audience to know that anyone can take a high-quality picture in the events of everyday life. TBWA\Media Arts Lab used paid media, essentially purchasing images from artists, and placing them strategically based on the location of each ad. Utilizing this media strategy was a simple way to deliver the campaign message and media on their website without having to pay for ad space. “Shot on iPhone 6” gained earned media through news outlets and technology blogs, launching the popularity of the media and the artists behind each advertisement. TBWA\Media Arts Lab created the hashtag “#ShotOniPhone6” as a way for users to engage with the campaign with their own photos. The worldwide campaign incorporated photos and videos from 77 people, in 70 different cities, and 24 countries. The campaign focused on the camera over all other specifications and device features.
Impact:
TBWA\Media Arts Lab’s “Shot On iPhone 6” campaign was named winner of the 2015 Cannes Lions Grand Prix, and received an estimated 6.5 billion media impressions. Capturing nearly a 90% reach in World Gallery cities with a reported 255 million sales across 73 countries. The campaign yielded 95% positive mentions with increases in the use of hashtags “#ShotOniPhone6” by 11571%, and “#ShotOniPhone” by 2422%; primarily on Twitter, but also on Facebook and Instagram.
Chris Yost 