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The marketing genius of this campaign lies in turning the users into creators and thus leveraging the user-generated content to showcase the power of the iPhone lens.
Goal
To harness the creative potential of the user and encourage them to tell their stories through the lens.
The campaign set out to reaffirm its image as the leader in smartphone photography, aiming to build a community of iPhone creators in an authentic way.
Approach
The campaign is bigger than just pretty pictures.
By using social media monitoring tools to filter out the most stellar submissions and therefore featuring them on billboards, social media and commercials.
Apple went a step ahead by collaborating with renowned artists for music videos, films and ad commercials to attract a broader target audience and amplify the global impact.
The campaign won the top prize at the Outdoor Lions competition at Cannes, where jury president Juan Carlos Ortiz described it as
“not just a great idea, [but]
a game-changer.”
Insights
6.5 billion media impressions
24 million mentions on Instagram alone.
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