Apple’s senior executive reveals why the ‘Capture to iPhone’ campaign works to this day

Apple’s vice president of marketing communications, Tor Myhren, has finally unveiled the mystery behind the brand’s “iPhone Capture” campaign, which the brand has used since 2014 to demonstrate the camera power of its iPhones, including the latest iPhone 13 series.

On Wednesday, during his introductory address to Adweek’s Elevate: Out of Home event, Myhren said Apple prefers billboards and other “outdoor expressions” because they occupy a special place in the passing world. He mentioned research that showed that Generation Z consumers believe that outdoor advertising “relaxes” and added that Apple “absolutely loves” nature because it “violates all the rules of today’s fast and temporary and broken digital culture.” It’s static, it doesn’t move, it’s unique – everything that most marketing today isn’t. ” In short, he said Apple prefers outdoor advertising because of its old-world charm and because it sets the company apart in a sea of ​​conventional marketing strategies.

Explaining how the “Captured on iPhone” campaign was conceptualized, Myhren explained that it was “a ridiculously simple idea … based on the behavior we’ve seen in people posting their photos and tagging them in different ways.” The campaign regularly transformed spaces with colossal billboards and posters while focusing on advertising the iPhone and its camera features. Giving food for thought, Myhren said, “Something to ask is, can you really make a space more interesting and charming than being intrusive and boring?”


Interestingly, the Shot on iPhone marketing campaign has evolved on several social media platforms and has also highlighted important moments and public holidays. Nevertheless, the iPhone camera remains the centerpiece of every commercial – a truly remarkable feat.

Apple’s first billboards promoted the Mac in the 1990s with posters of John Lennon and Yoko Ono on the side of the building and Rosa Parks on a city bus with the slogan “Think Different”. Recently, the “Recorded on iPhone” campaign won the Cannes Lions Grand Prix. The campaign ads also revolved around topics such as Australia’s vote to legalize same-sex marriage, Children’s Day in Turkey, wildlife montage for Earth Day (with Megadeth background) and a celebration of black photographers called “Hometown”.

In short, Myhren said, “You have to remove the fabrication and move on to the truth.” “The media is art,” he added.

[Via Adweek]

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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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