Forget Switchers... It's Time To Think Different...

[CreativeEye]

Should Apple be reviving the 'think different' campaign?

It was an iconic and seminal campaign - and done again in within Apple new marketing guidelines - with a cleaner style using the new apple logo and actually placing the product within it I think it would be back with a vengeance.

It's certainly somethin`g that would work effectively on the back of a campaign revolving around the new OS / hardware.

It would be a simple profile raising campaign - windows users with iPods would feel more of an affinity with the brand because they've had a taste of a great product / it would breed a sense of brand loyalty with them. Potential 'switchers' would already have had the hard sell and , again - feel more compelled to switch through the iconic imagery - in exactly the same way iPod ads have tapped directly into the younger market and cornered it.

More people than ever know the brand - and backing it up with an aspirational message such as 'think different' - with the same 'on message' direction as this previous ad (link below) - would be perfect in the current zeitgeist for Apple.

Finish it with the same end screen but subtitle it with '...With The Makers Of iPod / Mac / OS X www.thinkdifferent.com'.

http://www.applele.com/thinkdifferent_02.html

[quiksan]

[preface] I'm no marketing expert[/preface]
but they'd have to put a unique spin on it if they did go [back] to that ad campaign.

I'd be nervous about consumers/industry seeing it as a recycled campaign, saving money/ad dollars, etc. Just seems to me like reusing an old marketing 'gimick' could look weak, not brilliant as Apple obviously is...

just my $.02 of course

[RGrphc2]

well if they do the Think different campaign with the "Halo" switchers the ones who bought an iPod then got a Mac??

or Advertise the Mac Mini, and the new iMac G5. Not just the iPod

[Oscar Castillo]

I say, a little less spin and promote the desktop hardware some more instead of just the iPod.

[riccbhard]

Originally Posted by Oscar Castillo

I say, a little less spin and promote the desktop hardware some more instead of just the iPod.

Agreed.

[CreativeEye]

Quiksan - I agree - the relaunch of an old campaign would (and should) be used as a marketing tool in itself. I'm sure a hard launch of such a campaign with a 'mini event' would see off any detractors.

Oscar - thats the idea - back up good marketing of Apple products (and I agree marketing of other products by Apple is long overdue) with marketing of the same quality which reflects the brand ethos.

Showing that a computer is fast just doesn't matter any more - Apple are in a unique position where they have a strong digital hub (iLife), so they can show off what a user can actually DO with a computer, and how they they can easily do it.

Apple then push the idea that they 'understand' us - but at the same time they know we want to do cool and imaginative things - that we all want to think different - and Apple know how they can help us do that.

'Think Different' isn't so far away from 'Your Potential, Our Passion' or 'Start Something'... but 'Think Different' already has more gravity (lent to it by the various people in the ads), more iconic status (people actually own and display think different posters in their homes!) and totally fits with the idea od 'Apple cool'.

It's certainly spin - but its the right kind of spin.

[riccbhard]

I was thinking.. does anybody think this thread should go in O&O L?

(Opinions & Open Letters)

[riccbhard]

Ah, Thanks! I see it is moved. I found this. Kind of neat

http://www.esm.psu.edu/Faculty/Gray/...-Different.mov