The following is a project I completed for my Communication Principals in Advertising class. We formed a small mock agency, created a new product and developed an advertising campaign. This project provided hands-on experience in marketing communications, especially in the research and strategy development stages of advertising.
Final Agency Project: iCharge
In light of the recent development of the iCharge, Apple has developed an exciting advertising campaign to raise awareness of the product. The following will describe how the product and campaign are consistent with the Apple brand.
Brand Description
The Apple brand has a strong presence in American society, and is seen as a sleek and innovative. Additionally, Apple creates a bond with its consumers that moves beyond the typical consumer relationship. Apple consumers are typically sole users who are very loyal to the Apple brand. For this reason, the by owning Apple products, consumers appear to be ahead of the curve, much like the brand itself.
Advertising Strategy
The main idea that will be conveyed by the advertising campaign is that the iCharge allows users to “break free” from the hassle and expense of plugging a laptop charger into an outlet. In this sense, the campaign uses an appeal to rationality. The consumer will recognize that the iCharge will make his or her daily life much easier, and will identify with the desire to “break free” from inconveniences.
Despite the fact that the Apple brand is in its growth stage, with many loyal consumers, the iCharge is in the introductory phase of the product life cycle. With this in mind, the main focus of the advertising is to draw attention to and create interest in the product. The advertisements will not, however, go into extreme detail about the product, as this would be inconsistent with the minimalism and sleekness of the Apple brand. The combination of print, radio, television, online and outdoor advertising will raise awareness of the product and drive Apple users to retail stores or to Apple.com to learn more. This aim to create consumer demand is an example of the pull strategy. Advertising will educate consumers about the iCharge and show the benefits of owning one. Additionally, every advertisement will include the slogan and call-to-action, “Break free.”
In order to establish cohesion, each media uses a consistent color scheme of white, green and grey, and the sans-serif font, Lucid Grande. The combination of white and green appears fresh, eco-friendly and clean. The same is true about the font, which is no-nonsense, but still modern.
Product Description
The iCharge differentiates itself from other laptop chargers that are currently on the market by using heat given off by the laptop to generate power. A perceptible difference in the product is that there is no power chord attached to the charger, just a gel pad. A hidden difference is that the gel is a new technology that converts heat into energy. The iCharge gel pad is placed on the bottom of the laptop, and when the heat naturally given off by the battery reaches 100 degrees, the iCharge automatically starts converting that heat into energy and storing it for use. Once the laptop’s battery decreases to 25 percent, the iCharge begins powering the laptop using the stored heat energy. The laptop can be powered for up to 12 additional hours beyond the original charge by using the iCharge. It is important to understand that the iCharge does not replace the traditional wall charger, as the laptop does need to be charged initially in order for the battery to produce enough heat to convert to energy. The iCharge does, however, allow the user to use his or her laptop for 12 hours without the restriction of an outlet charger. This reduces energy usage, which is beneficial to both the environment and the consumer’s wallet.
The iCharge will be sold for 119 dollars and will be distributed exclusively through Apple retail stores and on Apple.com. Consumers will also be offered a discount if the iCharge is purchased in conjunction with a Mac laptop.
Direct Competitors
The iCharge will be competing in the market sector of computer manufacturers, including Dell, Hewlett-Packard, and Microsoft. Specifically, the main obstacle will be convincing consumers to purchase the iCharge in addition to the charger that comes with their laptop. Since the iCharge is compatible only with Mac laptops, it is important that the campaign continues to raise awareness of the Apple brand so that those in the market for a laptop will choose a Mac, and therefore, the iCharge.
Target Market
The ideal customer of the iCharge is also the ideal consumer of other Apple products, but is also a member of the smaller niche of eco-friendly, cost-conscious consumers. The demographics of the ideal customer are between the ages of 18 and 34, college-educated and high income. Her geodemographics place her either in an urban area, or in its surrounding suburbs. In terms of psychographics, the consumer can be described as a “hipster.” She wants to appear trendy and eco-friendly, though she is not obsessive about the environment. She probably recycles when it is convenient, and is open to other ways to make her lifestyle more “green”. She shops at stores like Urban Outfitters and American Apparel and drives a small, compact car like a Volkswagen Jetta or a Honda Civic. Additionally, she is already an Apple consumer, or is curious about Apple products, and she is highly technology-savvy.
Integrated Marketing Communication
The integrated marketing communication strategy that Apple is using to promote the iCharge focuses on creating a relationship with the customer and generating interest in the product. The strategy is a small-scale publicity stunt that will drive consumers into retail stores. Once the iCharge is launched, all Apple retail stores will have baskets of green apples to give out to prospective customer. Along with the apples will be a short brochure explaining the technology of the iCharge. Other prospective customers will see large groups of people walking around the mall (or other areas where Apple retail stores may be) and will be curious as to where they are all coming from. The inclusion of a short brochure draws attention to the iCharge, in addition to the Apple brand.
Packaging
The packaging of the iCharge is a very important component of the campaign and is consistent with both the eco-friendly message of the iCharge campaign and the sleek, minimalist Apple brand image. The first consideration of package design that is addressed is identification. The iCharge logo is located at the top center of the front of the box, and again on the back. Additionally, the Apple logo is located on the top of the box. The packaging also offers convenience. The box that the iCharge is packaged in is reclosable, much like a pizza box. This enables the consumer to store the iCharge in its original packaging, if desired. Once the iCharge is purchased, the customer will receive the box in a reusable, white drawstring bag made of recycled materials. This will make it convenient for the customer to carry the iCharge and will allow for her to reuse the bag to carry groceries or gym clothes. The Apple logo on the drawstring bag will also help to raise brand awareness. Additionally, the box itself is made from 90% recycled materials, which is consistent with the eco-friendly iCharge and adds to the packaging’s consumer appeal.
The iCharge box has a white background, which makes it appear clean and simple. The copy on the packaging is consistent in color, typeface and style with the other advertising media in he campaign. On the left side of the box is a barcode and trademark information. On the right side, the copy reads, “A charger powered by the heat naturally given off by your Mac. Break free from the outlet.” The sleek design of the packaging is consistent with the design of the product and its advertising.
