Apple, iPad Outdoor

REASSERTING LEADERSHIP AND CULTURAL IMPACT…

iPad was beginning to lose momentum in the US. It was losing its place in cultural conversation, and the market was becoming saturated with a range of cheaper lookalike devices that shared a form factor with Apple's iPad but little else.

The insight:

The key to unlocking iPad’s unique potential to every user is the hundreds of thousands of apps that transform it into anything they want it to be. No other ecosystem had the same range of transformative apps that made iPad such a loved device.

The idea:

We created an outdoor campaign where the huge range of game changing apps were dynamically presented showing everything it could become to every user. We grouped different uses in visually compelling combinations. We then disrupted the usual outdoor media buy by using contextual placements that related to the specific billboard sites in which they were placed across the globe.