The iPod presents, moreover a fascinating technical evolution, a unique and modern approach of selling and promoting, which differs in fashion and slogans from the primary advertisements of the primary era of iPods, to the newest iPod video promoting campaigns.
The primary campaigns concentrated upon the brand new product promoted each the iPod and iTunes manufacturers. These promoting campaigns had been led by the slogan A thousand songs, in your pocket, which was launched in November 2001. The colors which had been chosen for the primary iPod campaigns had been brisk and filled with stay: turquoise, cyclamen, vibrant grass inexperienced, and different joyful nuances had been chosen to characterize the concept of each music and video, that means each visible and auditory sensations. The wrap promoting was used, at a similar time with the opposite and extra conventional varieties of BTL promoting: there have been numerous mild rail wraps in busy facilities or midtown, utilizing the identical visible message because of the banners. Giant banners and billboards had been displayed in numerous busy facilities, with excessive visibility. The promotion was intense, ahead and dynamic, with solely intense and optimum high quality for all the weather: the colors had been vivid, the precise advertisements had been giant and the represented photographs had been dynamic. The TV advertisements had been concentrated upon the concept of music, dancing, and mobility, and the textual content of those was simply restricted to the slogan of the product and of the Apple model (Suppose clear).
In 2003, the brand new promoting marketing campaign that Apple launched was as a result of conjunction with the launch of the iTunes music retailer. The marketing campaign concentrated totally on the interpretation of fashionable songs by completely different individuals carrying iPods. This marketing campaign was a giant hit, on account of the truth that it was based mostly on well-known pop, rock, and hip hop songs, belonging to artists corresponding to Eminem or Pink.
Later that yr, in October 2003, iPod launched a brand new sequence of advertisements, based mostly on the silhouette marketing campaign, which was the bottom for a lot of the print advertisements, like banners, billboards, and wraps, even from the looks of the primary era of iPods: the pictures mainly confirmed black silhouettes of individuals dancing whereas carrying iPods. This new marketing campaign was realized based mostly on the identical intense colors and dynamic photographs like the primary marketing campaign. Much more, the success of the marketing campaign was owed to the recognition of the carried out music, corresponding to The Vines’ Experience, The Caesars’ Jerk it Out, Gorillaz’ Really feel Good Inc., Steriogram’s Walkie-Talkie Man, Jet’s Are You Gonna Be My Woman, Propellerheads’ Take California, Ozomatli’s Saturday Evening, N*E*R*D’s Rock Star (Jason Nevin’s Combine), Franz Ferdinand’s Take Me Out or Daft Punk’s Technologic.
With the discharge of the brand new iPod video, the picture of the product and its promotion started to vary. The slogan of the brand new product was Yet another factor…, that means the brand new and anticipated video function, which was a giant plus evaluating with the most recent mannequin of 2005. The advertisements for this new product had been targeted on the video enjoying capabilities of the machine. Truly, the advert featured U2’s Unique of the Species from the Vertigo: Reside From Chicago DVD. Primarily based on the identical concept, there have been 2 extra movies that featured Eminem and Wynton Marsalis. Nonetheless, at a similar time, the advert which was presenting the dancing silhouettes continued, but it surely was modified into one thing extra consultant for the brand new video machine: the backgrounds weren’t easy vivid colors anymore, they had been textured and had numerous patterns, symbolizing the evolution regarding the picture and the video properties of the brand new mannequin of iPod. The two variants of the movies that include the two fashionable artists ranged from an orange city theme of hip hop music to a cool blue one of many jazz looks.
The newest iPod advert, launched in March 2006 is just not based mostly on the silhouette fashion anymore; as an alternative, the producers opted for a video exhibiting numerous CD covers, integrating into an iPod nano, beneath the identical older slogan A thousand songs, in your pocket.