Creative Ad Brief- The Underdogs: Swiped Mac | Apple at Work

 Creative Brief 

Ad link: https://www.youtube.com/watch?v=asKvPLmjxXY

Objective: 

The ad aims to demonstrate the strength and reliability of Apple’s security features, positioning the brand as the ideal choice for users who need to protect their data and devices. It emphasizes the ease of use, security, and peace of mind of the users.

Details of the Product:

·      Category of the product: Business Grade laptops (MacBook) and Apple’s security systems (Find My, encryption, and remote access).

·      Current Status: Premium laptops widely used. The video emphasizes its business applications and day-to-day operations.

·      Existing Brand Values: Apple values privacy, security, innovation, and user-centric design. The brand is committed to developing technologies that are both powerful and secure for users.

The Business and the Product:

Apple’s security systems ensure that its products, like MacBooks, are safe and reliable for use. The brand promises privacy protection, allowing users to work confidently, knowing their sensitive data is secure. This aligns with Apple's broader business strategy of offering reliable, high-performance tools for users.

The Competitors:

Microsoft and Google 

·      Strategy: Competitors (Microsoft and Google) emphasize security features like cloud encryption and device management but are more focused on different ecosystems (Windows or Android). Apple focuses on integrating the same security systems across all devices within its ecosystem.

·      Tone: Apple’s ad takes a more human approach, relating to the real-world scenarios that security is desirable, while Microsoft and Google focus on enterprise-level security protocols.

Context of the campaign:

·      Technological: This campaign is set against the backdrop of increasing concerns about data security, particularly in environments where sensitive data needs to be protected.

·      Social: This ad appeals to a work culture where remote work and device mobility have increased, making device security more important.

Customers:

·      Target Market: 

§  Primary: Business professionals, IT managers, and companies concerned with securing sensitive information.

§  Secondary: Entrepreneurs, start-ups, and freelancers who rely on their devices for security.

·      Demographic:

§  Age: 25-50 years

§  Income: Middle to high-income individuals.

·      Psychographic: Tech-savvy individuals who value both performance and security. Those who worry about device theft or hacking.

What do customers think of the product?

·      Funny and Exciting: The ad’s story line makes the topic of security engaging and entertaining while remaining informative.

·      Reassuring and Practical: The audience is reassured by the practicality of Apple's security features, which provide peace of mind in case of data breaches and theft.

Campaign:

·      Increase Awareness: The ad raises awareness of Apple’s advanced security systems for professionals and businesses.

·      Increase traffic to online/offline stores: Apple encourages businesses and professionals to explore and invest in their products, driving both online and physical store visits by focusing on security benefits.

·      Increase sales: The campaigns position Apple products (MacBook) as the secure and user-friendly choice, which could increase sales among security-conscious buyers. 

 

·      Media Strategy: 

§  Tone: The ad sets a suspenseful tone that educates current users and viewers on Apple’s security features while entertaining them with an engaging and relatable storyline.

§  Theme: The primary theme of the ad is security and trust. The ad’s plot shows how Apple devices remain secure even when they fall into wrong hands.

Chief Message: 

Apple’s security features ensure businesses and professionals that their data and devices are protected even in unexpected situations like theft or loss, offering them peace of mind.

 

What I loved about the video?

Security is often seen as a dry topic. I loved how the video made security, exciting and relatable through a suspenseful storyline. It showed how Apple’s products are designed to protect users in real-world situations, which are both reassuring and impactful through features like live tracking and updates and access from remote locations through connected devices.

 

How did it add value to my thought?

The ad highlighted the importance of storytelling to connect emotionally with the audience, showing that even complex aspects like data protection can be simplified and made relatable. The ad added value to my thought by demonstrating how to convey technical features like security in an engaging and accessible way. 

This ad also addressed a new dimension in how businesses can use humor and real-world situations to showcase their products, with the idea that practicality and security can coexist with creativity and user-friendly experiences.

 

New Dimension to My Approach: 

A new dimension of approach through this ad is its focus on blending security with creativity. This ad shows that features like encryption and remote locking are not just technical necessities but also enable creativity and efficiency, especially in environments where businesses are at high stakes. 

It adds a fresh perspective on how security can empower users rather than restrict them into a creative tool for problem-solving.