Get a Mac: Campaign Analysis Essay Example

Apple has developed a reputation for running large scale, high profile ad campaigns that have impacted culture and proven to be timeless in originality. I remember growing up alongside Apple's ‘Think Different’ campaign that ran from 1997- 2002.

Branded into my youth, it inspired me to become a Mac consumer for it was something so fresh and unique in a sea of standardization. ‘Think Different’ was developed to rejuvenate Apple's image after suffering from a heavy loss (in the millions) in the early 90's. Through its use of celebrities, revolutionaries and thinkers such as Gandhi,Pablo Picasso, and Alfred Hitchcock, Apple has successfully re-established its image of sophistication with minimal attention to its software. The campaign created the image and lifestyle Apple stands for in contemporary society, an image that GAM presents to a new generation of potential Mac enthusiasts.

(Hormby) The Campaign On May 2, 2006, Apple launched ‘Get a Mac’, which now, in 2008, has climaxed to over 50 television and web commercials. The ads consist of two male actors who personify a Mac and a PC in a wide array of conversations, all condemning the excellence of Mac and the devastation of its troubled counterpart PC.Each advertisement is done in minimal detail, against a clean crisp white background embodying Apple's aesthetic theme of simplicity. Its general message to its viewers is to inform them of the benefits of switching to, or choosing a Mac computer and the disadvantages for even considering a PC.

Target Audience At the base of any campaign is determining the target market and evaluating their needs and wants in hopes to fulfill their desires and turn around with a

profit. It is through the advertising campaign these needs are communicated. (Leiss et al. ) Although the percentage of Mac users has significantly grown in the past years, PC users heavily outweigh in comparison given that 95% or so of all computer users own a PC.

(Bulik) Surprisingly, Apple advertising supports this minority and appeals to a specific type of group for it appeals to a subordinated market rather than targeting and broadening its audience to the general population. (Garfield) Through this, Mac computers and the lifestyle associated with it has evolved into a novelty. The symbolic value of an Apple consumer is favourably ranked alongside Nike, Marlboro and even DeBeers Diamonds. Garfield) The simplicity and wit of the campaign targets youthful consumers on the fence between the two operating systems who are not necessarily technologically savvy. Through the casting of the computer personifications, it becomes evident that Apple has taken a psychographic segmentation of the market.

This approach divides the market according to psychological characteristics which can be measured and quantified in terms of lifestyle and personality characteristics. (Patti 196) As a result Apple effectively and efficiently sells an image, rather than their product. Casting Actor Justin Long plays the personification of Mac.Although having small film roles in movies such as Dodgeball and Waiting, he is mostly known for his relationship with Hollywood superstar Drew Barrymore. He presents himself has a scruffy, young, casual and hip student, the epitome of “cool”. Through his mild attacks on his enemy PC, he remains non-condescending and always aims to find the peace no matter what the argument.

His empathetic attitude translates into creditability for Mac. (Stevenson) Take

for example in the ‘Self Pity’ commercial when PC realizes that Mac can run the same programs, such as Microsoft Office: (Apple Inc) PC: “Microsoft office?Work stuff .... Oh boy” (PC slowly falls to the ground) Mac: “PC there is plenty of work out there for the both of us, I don't know why you are acting this way” PC: “Why go on? Just let me lay here and depreciate” Instead of Mac acting superior towards PC, he tries to reassure him that everything will be ok.

The shoes of PC are filled by actor John Hodgman, most notably from the Daily Show. Hodgman is unveiled as your everyday, annoying, know it all nerd, that is so awkward he is hilarious, yet he stands for everything you do not want to be; old, overweight, out of date, etc. Stevenson) He presents himself as an irritating friend, always in need of something and loathing in self pity. Consider the following example: In the ‘Counsellor’ commercial the two express their feelings about each other. (Apple Inc. ) PC: “Hello I’m a PC, and I feel inadequate.

PC's get viruses, we can't do as much out of the box... ” MAC: “I don't know why you are so hard on yourself, I don't get it” Counsellor: “Mac why don’t you say something positive about PC MAC: “Ok!Easy, PC you are a wizard at numbers and you dress like a gentleman” PC: “Well Mac, I guess you are a little better at creative stuff, even though its juvenile and a waste of time” PC continues to present himself as an insecure, immature reluctant individual willing to hear anything positive

Mac has to say about him, as he is green with envy.

Analysis of Target Audience and Casting Essentially the campaign is a consumer ethos one; the question of buying a Mac or a PC is really a question of identity. As suggested by MurcottJansson, a Mac consumer is consuming at an emotional stage, seeking self gratification through the image and style of goods rather than in their utility value. A PC consumer is an instrumentalist; concerned with the use value and looking for materialistic gratification. (Molloy) In a recent study conducted by Mindset Media, over 7 500 online consumers were surveyed with a focus on the difference between Mac and PC users using a psychographic ranking system to see if there was any commonalties or differences between the two.The study found that based on responses from 20 different elements, nearly all the Mac users were much more confident of their superiority, less self- conscious and more open than PC users.

PC users struck a cord in the significantly high amount of low creativity they embodied and were very task orientated individuals. (Bulik) Long, the ‘Mac enthusiast’ is already the main demographic using Mac computers, reinforcing that Apple does not necessarily want to broaden their target market or they would have switched the actors and the roles, but instead, they aim to reinforce the lifestyle and image associated with being a Mac user.An image of current, cool sophistication recognized within the highbrow community. Through this appeal to the minority, but recognition to the public, Apple has become a luxury product, quite similar to the perception of SUV’s. For instance, a Cavailer can get you to

point A to point B just as effectively as a Hummer, but at a fraction of the cost.

Purchasing a Hummer over a Cavalier however more than just a matter of preference, it is a reflection of your lifestyle, and its use value as a means of transportation serves of little importance.The same goes with Mac computers, in reality it functions quite similarly to PC computers, with its ups and down, but what it says about ‘YOU’ as an individual rises in precedence over actual functions, enhancing its novelty status and allowing Apple to sell it at prices far above its leading competitors. Advertising Tactics There is no doubt about that fact that the GAM campaign is a comparative one. Comparative ads are a popular form of advertising which correlates directly with the judgemental society we live in.

We consistently define ourselves based on what we are not. “I am not skinny, therefore I am fat”, “I am not black, therefore I am white”, and the same goes for this ad, “I am not a PC user, and therefore I am a Mac user”. This campaign demonstrates these differences between the two systems through light-hearted humour that has a deeper cynical message. (Patti 196) Perhaps the most influential tactic responsible for the success of the campaign goes down to the original humour and wit most demonstrated by Hodgman and Long.The commercials translate to viewers as stand up comedic acts with anticipation for humour to follow with each new version, two very strong selling points. In fact, over 50% of ads perceived funny fail, while over 70% of ads found dull and boring, fail.

(Bernard 88) Success

of the Campaign Executive producer of Advertising Age Hoag Levins deems GAM to be “One of the best campaigns of all time, it is an extraordinary advertising event” With the campaign spawning over 2 years and over 50 deviations, to question its success would be absurd.GAM has broken barriers, gained respectable recognition and has seen success not only economically but culturally. In the first three months of 2007 Mac computer sales increased an astonishing 36% reaching 1. 52 million units, despite being the slowest time period for sales. (Edwards 14) Before the launch of the campaign, market share value for Apple was between 2% - 3% and post launch have increased to between 6%- 8%. (Bulik) This economic success has made Apple the No.

3 seller of computers in the U. S, with no signs of slowing down.Market analysts have forecasted Apple to hold double digits shares by 2010. (Bulik) The success of the campaign comes to somewhat of a surprise to Apple.

Considering that Apple spent nearly $57 million on media promotion for the iPod and only $7 million on Mac in 2006, the company was bewildered to see that their computers have had a much larger role in their recent market success than the iPod, although it all garners into the Halo effect, being that the positive receptiveness and features of the iPod have filtered into all of Apple's products. Bulik)However, sales figures are only a small slice of the pie in terms of campaign effectiveness and success. GAM has leaked into several references and alterations within popular culture on shows such as Saturday Night Live, David Letterman and of course on YouTube.

It has even seen international success in the UK and Japan who have each adapted a version to their culture. (Moren) Japan Version of ‘Get a Mac’. (Apple Inc.

) Creatively, GAM has succeeded as well. At the 1st Annual Belding Awards, which recognize the best advertising created in Southern California, the campaign was voted “Best in Show” and won the sweepstakes prize. At the Effie’s, which honour campaign effectiveness and individual spot, GAM took home the highest honour, the “Grand Effie”. (Stevenson) Shortcomings Beyond the brilliance that is GAM, backlash and scrutiny await.

It has been criticized for promoting discrimination through bullying and reinforcing the stereotypes of nerds and the cool kids, sending a negative message to the youthful generation it is aimed towards. Take for example the ‘Party is Over’ commercial.PC is holding a party full of men, no women, all in suits and glasses and talking about computer technology. It has also fallen subject to providing misleading information in terms of its usage features of the two systems, for example, Mac is much more vulnerable to PC malware than it is lead to believe. (Stevenson) The following cartoon pokes fun around the same issue: Cartoon Advertisement Spoof (Goel) This comic which was created by a PC user reflects the irritation and hate towards Mac trying to instil its idea of ‘cool’ into the hearts and minds of the general population.

Personal Influence / Conclusion With everything being said and done, I personally find the GAM campaign brilliant, original and highly in tune with popular culture. Even though it has a deeper meaning of downplaying and finding humour on its rivals weakness', it

is presented in such a positive light through excellent casting, scripting and undeniable humour, it holds a magical era. My personal connection to a Mac has made me more aware and favourable to the campaign as a whole. Get a Mac’ is proving to be a timeless work of art and for it to have gained economic, cultural, and international and most importantly continuous success is only fitting.

It has set the bar for computer advertisements and holds a promising future of the brand and image of Apple. Works Cited Apple Inc. Apple Announces TBWA Chiat/ Day as Advertising Agency . 08 August 1997 ;http://www. apple. com/ca/press/1997/08/ChiatDay.

html;. Apple Inc. Get a Mac: Watch the TV Ads. 2 May 2006 ;http://www. apple. com/getamac/ads/;.

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Bulik, Beth Snyder. "Mac Owners Just Like, Well, The Mac Guy. " Advertising Age (2008): Vol. 79, Issue 4 .

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