Apple: Three Minutes

Apple, a technology company, created an emotional connection with consumers in China by launching a film surrounding Chinese New Year, shot entirely on an iPhone.

Campaign details

Advertiser: AppleBrand: iPhoneAgency: In-houseCountry: China

Objectives

Seen as a premium yet distant foreign brand, Apple was facing the challenge of losing relevance in China amidst the category commoditization by the aggressive local players. Given the short brand history in China vs. the West, Chinese consumers only saw Apple through its products (i.e. iPhone) with very little understanding about what the brand truly stands for.

Unlike Apple's usual product-centric global campaigns with specific commercial and marketing objectives, the brief given to us was straightforward yet open: to build deep emotional connection with Chinese...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands