AIDA: The Apple Watch
17:08
To promote their Apple Watch, Apple created a series of adverts that provided a number of situations where the Apple Watch would be useful. The ads were stylish, memorable and thoughtful, highlighting the functions and uses of the watch in a way that appeals to many demographics and categories of consumers.
Aware
The consistent art direction of the adverts is very eye catching. Each one has a different colour background that gives each advert individuality despite the format being identical. Catchy music is used throughout the adverts and some even feature celebrities. What’s very impressive about these adverts is everything from casting to colour and music is well thought out.
(EveryAppleAd, Online Video, 2015)
Interest
For these adverts, Apple didn’t focus on clogging the short and sweet ads with pricing information, availability or any other economical details in relation to the product. Instead, they kept it very theoretical and very situational, showing the consumer how the Apple Watch can benefit you with a variety of relatable circumstances.
Desire
Although each advert is no more than a minute long, they manage to present a very common problem and show you how the Apple Watch can fix it.
(EveryAppleAd, Online Video, 2015)
Examples include “Kiss”, featuring a young couple who are feeling awkward and nervous about a first kiss. It’s a scenario that is made sweeter by the cool, romantic pink hue lighting the background.
Suddenly she receives an alert from Über much to her annoyance. Fortunately the Apple Watch allows you to easily dismiss these notifications and get back into the moment. The decision to have the alert be an Über alert is a particularly wise decision given the popularity of the app in recent years, making it more relatable and desirable to the consumer.
Action
Like interest, Apple kept the focus very much on selling the functions and use of the product rather than driving a hard bargain. They know their products aren’t economical in price so it makes plenty of sense for them to take a different angle and try to convince you that you should invest in an Apple Watchbecause of the benefits it can bring to your life.
Bibliography:
EveryAppleAd (2015) Apple Watch ad - Style, [Youtube] 22 Oct. Available: https://www.youtube.com/watch?v=Yn1aM6d_Eso
EveryAppleAd (2015) Apple Watch ad - Kiss [Youtube] 22 Oct. Available: https://www.youtube.com/watch?v=1q5bYNbhwQo
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