Apple follows ’think different’ with push for new iMac model

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 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

999.



It marks Apple’s re-entry into the consumer market after an absence of

two years.



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

Christmas.



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

Chiat/Day.



’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.



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