Apple Computer is backing the launch of its futuristic iMac
personal computer with a dollars 100 million global campaign through the
US-based agency, TBWA Chiat/Day.
Apple’s new computer, which is blue and egg-shaped and promises easy
internet access, goes on sale in the UK on 5 September priced at pounds
It marks Apple’s re-entry into the consumer market after an absence of
The multi-media campaign, using the themes of speed, style and
simplicity, broke in the US last week. The UK leg rolls out this weekend
with a national press campaign targeting dealers with the line ’Say
hello to iMac.’
The consumer push, adapted for the UK market, breaks the day before the
launch with television, radio, press, posters, through-the-line and
internet advertising. The endlines include: ’mental floss’, ’chic not
geek’ and ’I am therefore iMac.’
’The product is the hero of the advertising,’ Alan Hely, Apple
Computer’s UK marketing director, said. The campaign will run until
The iMac campaign follows the ’think different’ branding campaign which
launched in the US last autumn and in the UK in January after Apple’s
co-founder, Steve Jobs, rejoined the company as its interim chief
executive and rehired Apple’s old agency, formerly known as
’Think different’ linked Apple with a series of 20th century icons who
influenced the world, including Picasso, Einstein and Gandhi.
Client of the Week, p10.