Apple Inc. is known for its innovative products, sleek designs, and unmatched marketing campaigns. Among these campaigns, the "Think Different" campaign remains one of the most iconic and memorable ones in the history of advertising. Launched in 1997, the campaign marked a major shift in Apple's marketing strategy and set the tone for the company's future branding efforts.
The "Think Different" campaign was a response to Apple's declining market share and image in the mid-1990s. In an attempt to revive its brand, Apple's co-founder Steve Jobs, who had recently returned to the company after a 12-year absence, decided to embark on a bold and daring marketing campaign. The campaign was created by the Los Angeles-based advertising agency TBWA\Chiat\Day and featured a series of print ads, TV commercials, and billboards.
The centerpiece of the campaign was a TV commercial that featured a montage of black and white images of revolutionary thinkers, artists, and innovators such as Albert Einstein, John Lennon, Mahatma Gandhi, Amelia Earhart, Martin Luther King Jr., Pablo Picasso, and many others.
The ad was accompanied by a powerful voiceover from the actor Richard Dreyfuss, who recited the following words:
"Here's to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world, are the ones who do."
The ad was a departure from traditional advertising methods, which focused on promoting the product's features and benefits. Instead, it celebrated creativity, innovation, and individuality, which were the core values of Apple. The "Think Different" campaign not only repositioned Apple as a company that valued creativity and innovation but also inspired people to do the same.
The print ads and billboards featured the same images and message as the TV commercial, with the addition of the tagline "Think Different." The ads appeared in prominent locations such as Times Square, the Champs-Élysées in Paris, and Piccadilly Circus in London, creating a global impact.
The campaign was a huge success and garnered numerous awards, including the Grand Clio Award, the highest honor in the advertising industry. It not only boosted Apple's sales and market share but also elevated the company's brand image and reputation.
The "Think Different" campaign's success can be attributed to several factors.
Firstly, it tapped into the cultural zeitgeist of the late 1990s, which was characterized by a growing sense of individualism and the rise of the internet.
Secondly, it was emotionally resonant and connected with people on a deeper level, inspiring them to think differently and be more creative.
Lastly, it was a departure from traditional marketing tactics and reflected Apple's own philosophy of being innovative and disruptive.
In conclusion, Apple's "Think Different" campaign was a revolutionary marketing strategy that redefined the way companies approached advertising. It celebrated creativity, individuality, and innovation, and inspired people to think differently and push boundaries. The campaign's impact was not limited to Apple's sales and market share, but it also contributed to the company's brand image and reputation. Even after more than two decades, the "Think Different" campaign remains a testament to the power of great marketing and the importance of standing out