Marketing communication pre course
Title: Creative Brief for Apple’s new generation of iPhone 5
Product: iPhone5
Client: Apple
1. Background
As mobile phones is one of the typical fast-moving consumer electronics, companies which produce mobile phones have to continuously launch of new products with new features and functions to attract more customers and capture higher market share. In Singapore, Apple’s products are favored by many customers due to its innovative features and designs. For some reasons, ranging from Apple’s philosophy of comprehensive aesthetic design to their advertising campaigns, Apple has engendered a distinct reputation in the consumer electronics industry and has cultivated a customer base that is unusually devoted to the company and its brand, particularly in the Singapore market.
The launching of the new generation of the iPhone 5 for Apple marks the new revolutionary step for the Apple’s product, this creative brief serves the purpose to develop and conclude an advertising campaign for Apple’s launching of new iPhone in Singapore market.
2. Target Audience
The main target audience of new iPhone is the Generation Y in Singapore, also called the Millennial, who are born between 1977 and 1994. In 2013, Millennial are between the ages of 18 and 35. They were brought up immersed in technology, i.e. cell phones, laptop computers, internet, etc. As such, they are extremely mobile and even have an emotional attachment to their cell phones (Kaiser, 2013). Furthermore, they have very busy schedules, short attention span and thus usually have a hard time to remember things. Moreover, this audience is also characterized for its constant multitasking. Besides, new research suggests brand differentiation is important to this group of people, if given a reason to favor one product over another; they are more likely to interact or engage with the brand (Miguel, 2013). These are the reasons why the new generation of iPhone comes with the choice of different clours, as colour is
Product: iPhone5
Client: Apple
1. Background
As mobile phones is one of the typical fast-moving consumer electronics, companies which produce mobile phones have to continuously launch of new products with new features and functions to attract more customers and capture higher market share. In Singapore, Apple’s products are favored by many customers due to its innovative features and designs. For some reasons, ranging from Apple’s philosophy of comprehensive aesthetic design to their advertising campaigns, Apple has engendered a distinct reputation in the consumer electronics industry and has cultivated a customer base that is unusually devoted to the company and its brand, particularly in the Singapore market.
The launching of the new generation of the iPhone 5 for Apple marks the new revolutionary step for the Apple’s product, this creative brief serves the purpose to develop and conclude an advertising campaign for Apple’s launching of new iPhone in Singapore market.
2. Target Audience
The main target audience of new iPhone is the Generation Y in Singapore, also called the Millennial, who are born between 1977 and 1994. In 2013, Millennial are between the ages of 18 and 35. They were brought up immersed in technology, i.e. cell phones, laptop computers, internet, etc. As such, they are extremely mobile and even have an emotional attachment to their cell phones (Kaiser, 2013). Furthermore, they have very busy schedules, short attention span and thus usually have a hard time to remember things. Moreover, this audience is also characterized for its constant multitasking. Besides, new research suggests brand differentiation is important to this group of people, if given a reason to favor one product over another; they are more likely to interact or engage with the brand (Miguel, 2013). These are the reasons why the new generation of iPhone comes with the choice of different clours, as colour is
References: Bradley, T. (16 September, 2013). Retrieved 15 November, 2013, from Apple 's new iPhone: http://www.forbes.com/fdc/ Kaiser, T. (August, 2013). Generation Y. Retrieved 15 November, 2013, from http://www.dailytech.com/Generation+Y+ Miguel. (29th June, 2013). Apple 's Market Position. Retrieved 15 November, 2013, from http://www.osnews.com/story/3921