Aug 03, 2022
In Welcome to the Tech Forum
Many netizens saw the waterproof advertisement of Apple 12 in the opening screen of Weibo. The ad lasts about 3s. In the picture, a man is soaked from the head by the heavy rain, still holding an iPhone 12 calmly. Then, a line of words was slowly typed on the screen, "It is splash and water resistant. Don't worry, there is an iPhone." Obviously, Apple's ingenious advertising has successfully caught the eyes of consumers, and there are different opinions on the Internet: Some netizens believe that this is a false advertisement that exaggerates the product characteristics, and Apple is once again testing the edge of illegality; Some netizens thought that the advertisement was unexpected and the effect of the advertisement was very funny. Although the reviews are mixed, what is certain is that Apple, nicknamed the "advertising company", has always been able to empower its products with many excellent advertisements. 1. Simple, rude and funny Many netizens said after seeing this advertisement that they were "booming with laughter" and "very innovative, which made people remember it all at once." It has to be said that it is not easy for consumers to remember an advertisement in just a few seconds. After all, users have long been accustomed to open-screen advertisements that they can see every time they open the app, and the duration of open-screen advertisements is generally controlled within 5 seconds, which is easy to forget. In such a short period of time, to let consumers know what the brand is, what the product is, what the content of the advertisement is, and what the focus of publicity is, it requires the brand to output key information in a high-density and selective manner, and at the same time, the advertisement cannot fall on the conventional. And within a few seconds, Apple output all the key information with a near-still moving picture and a few words, and even achieved the effect of hot discussion on the Internet. So, what did Apple think about dismantling this short and powerful ad? First, the core message is simple and easy to understand. Apple has built a scenario where "people don't have to worry about being caught in the rain when using their phone." Just imagine, what picture can convey the core message of "the mobile phone is waterproof" more simply and directly than it? Anyone who doesn't know anything about the iPhone 12 will remember that the iPhone is waterproof after seeing this ad. Faced with a wide range of customer groups such as age, gender, occupation, region, and education level, Apple has chosen a way of expression that is universal to all human beings. Secondly, the painting style is subversive and the form is novel. Some netizens commented, "At first I thought it was a copycat mobile phone brand, but after reading it, I realized it was Apple" and "Apple's advertising is gradually becoming more Thai". Although the style of the advertisement is completely different from the Apple in the impression of netizens, the Apple Logo and Apple advertising font that appeared later made telemarketing list consumers "recognize" Apple again. In fact, because the open-screen advertisement will be exposed as soon as people open the app, it has the advantage of a "first impression effect". Apple cleverly uses this feature to allow users to receive "subversive" information when they open the app, which will naturally be firmly remembered by users. To sum up, under the shell of subversion and creativity, Apple has kept the core message simple and focused, that is, the waterproof performance of the product. This way, the ad both makes the product clear and leaves a lasting impression. 2. A little closer to the life of consumers Of course, the ad is also controversial. The iPhone 12 series products were launched by Apple in October last year. As can be seen in its official product information, waterproof performance is one of the main features. According to the official introduction, the iPhone 12 has achieved IP68 water resistance, and "can also resist the splash of common liquids such as coffee, tea, soda and juice." However, since the waterproof parts will not be effective forever, the official also stated on the product details page, "Damage due to immersion in liquids is not covered by the warranty."