Three Reasons Why I Love the Shot on iPhone Marketing Campaign
As we all know, Apple produces iPhones that have high-quality camera that appeal to different categories of consumers ranging from photography hobbyists who want to shoot on the go and do not own or have the time/patience to operate a professional camera, to normal consumers who are looking to take photos of their products (if they are business owners), landscapes (if they are into travel and exploration), or photos of family and friends which is attractive to the general public who appreciate a quality photo of their loved ones and their favorite moments.
Although Apple upgrades the quality of their cameras to match the moving industry and the needs of the photography landscape, with the rise of competitive brands also producing quality cameras, the market seems to be saturated and it has become a challenge for Apple to stand out and appeal to their target audience.
So what does Apple do to solve the channel and promote their product? And how have we come to know of the iPhone’s quality camera?
They came up with the Shot on iPhone marketing campaign where Apple reached out to normal people (who are not necessarily photographers) to take images via the iPhone according to specific themes, and Apple would then take those images and print them on billboards across the city.
Now for the reasons why I loved the idea of this campaign:
1. It is relatable: the people that were selected to take the promotional material were normal people from different walks of life. The images that were taken are of simple beauties of life such as the moon, sunsets, portraits, and other daily moments that people would like to capture.
2. It is genuine: the images that were printed on the billboards were either not edited, or were slightly edited with the phone’s basic editing features which showcase that the images that were taken via the iPhone by the commissioned people were high enough to be used as promotional material for Apple to print on gigantic billboards across the city.
3. I was part of the campaign :) other than the first-hand experience of point 1 & 2, Apple added a community support angle to it. The people that they have selected to be a part of the campaign are aspiring photographers, pilots, doctors, and explorers like myself. Apple supported the community by not only motivating us to keep doing what we are doing but to also enable us to share our experiences with the world.
In my opinion, this campaign was successful in terms of not only generating a strong awareness of the iPhone’s quality camera but also speaking to the needs of the consumers in general.
Side Note: I am publishing this blog-post as part of my Nano Degree Digital Marketing Program with Udacity.
