Apple, iPad European Launch

Launching A HIGHLY ANTICIPATED PRODUCT TO A DIFFERENT AUDIENCE…

iPad created a highly-anticipated and celebrated new product  category when it launched in the US. We needed to find a way to create the same excitement for audiences across a range of European markets with a range of cultural and social contexts to see the same potential for the product and ultimately drive adoption.

The insight:

Following the unprecedented cultural impact of the iPod and iPhone, US consumers had faith in Apple to bring them a new product that they would love. As we had observed as a broader trend, European audiences had a higher level of cynicism around why they would need another device, to be used as well as a smartphone and laptop. People couldn't love it because they didn't think they needed it. In order to do that, we had to show that iPad wasn’t just a new American novelty, it was a fundamental new way to do the things we’ve always done.

The idea:

In order to create a deeper more emotional connection, we had to show that iPad wasn’t just a novelty, it was a fundamental new way to do the things we’ve always done.

We partnered with the most iconic European brands to show audiences that integral parts of their daily routine could be experienced in a whole new way on iPad. From reading the newspaper en route to work in a cafe in Paris (Le Monde), to catching a movie on a long train journey in Italy, we captured specific cultural nuances that would resonate powerfully with European audiences while respecting and celebrating important social customs of each market.