Apple’s “Silhouette” advertising campaign for iPod has won yet another advertising industry award, this time the much-respected 'Media Lion' award at the 51st annual Cannes Lions Festival.
This event aims to honour the very best of international advertising, marketing and creativity. Apple's campaign included TV, outdoor, print and in-store advertising. The company won in the Young Adults (18-34) category.
The judges note: "The iPod launch is one of the most successful in Apple’s history. The post-campaign analysis showed an increase in the intention to buy (79 per cent), which quantified to a strong business response, retail outlets were out of stock by mid-December, making iPod the number one MP3 player in Europe."
It describes the creative team's goals as to: "Establish iPod as the MP3 player for our core target audience of young adults, finding the optimum balance between building broad awareness with the 'early mass' while maintaining the 'cool factor' among early adopters of digital music."
The creative team describes its creative strategy as to "set out to stimulate the senses, mind and body, using each selected medium as a platform to deliver the most relevant component of the creative message".
"Sites were selected to dominate pub/club areas, shopping and youth culture hangouts," they explain.