AO1

Websites: http://www.apple.com/iphone-6/

Film Trailer: http://www.apple.com/iphone-6/films/#health

Posters:

Magazine articles: http://www.vogue.co.uk/news/2014/09/10/alexandra-shulman-apple-watch-review

Press junkets / interviews with stars: http://www.apple.com/live/2014-sept-event/

Merchandising and sponsorship:

Aims & Objectives

The advertising campaign for the iPhone 6 is to both sell the product when its released and to create awareness of the product so that there’s a hype created when the product is ready to be sold. The iPhone 6 was announced at their event, which is glamourized by inviting celebrities and popular magazine editors, who will then give their views of the new products on social media websites such as twitter and Facebook, therefor further promoting and endorsing the new products.

When visiting the apple website which is also the default homepage on any new mac, you are presented with the iPhone 6, where you can then view more, watch the film/advertisements, or watch the announcement of the new iPhone. The film produced by apple is there to create awareness of the new iPhone 6 and 6 Plus. This is shown on their website which describes and demonstrates the new features of the iPhone 6 explained by the person, Jony Ive, that designed them. This is there to create awareness along with the website and media event, all shown before the phone is ready to be sold. These techniques and methods of advertising would be aimed at people that already have an interest in the iPhone or are already part of the apple ecosystem, for example people that have a mac and have the apple website as their home page are also likely to buy an iPhone and become part of the apple ecosystem even more. The TV advertisements which were also shown at the media event, will be aired on TV just before or on the release of the new iPhone. This is done to both create awareness and to sell the product. The adverts are shown on TV to create awareness of the new iPhone and the Apple brand which is on other Apple products, although when people are aware of the product, the advertisement may entice them to then go and purchase the new iPhone 6, or make people that own other mobile devices to consider purchasing the apple smartphone once aware of it. 

The advertisements above are both informative and comical. The first advertisement features the comical voices of Justin Timberlake and Jimmy Fallon, two very popular and famous celebrities with recognisable voices. This advert then links the new iPhone with these famous people. There is also the comical aspect of both the advertisements which creates an emotional connection between apple and the consumer. Fans of these people will see that they have been associated with the Apple brand, trust that for these people to support the brand the product is good and reliable, and then go to buy the new iPhone. The second TV advert is very informative, promoting the new health kit application, a feature available on the new iPhone 6, so here creating awareness of the new features and products, which may then lead to a sale. 

On the date that you can pre-order the iPhone 6 apple also sent out emails to people that are signed up to receive Apple newsletters which you confirm you will receive when creating an apple ID, which means these people are already using Apples products or services. On the email there is a big blue button which takes you to a page where you can pre order the new iPhone or find an Apple store where you can pick up the product on the release date. The section of the campaign is of course there to sell the product and produce large pre-order numbers for the new iPhone which Apple can then announce to the media to show there is high demand for the new iPhone, creating good publicity and enticing investors. 

There will also be a billboard to advertise the new iPhone 6 which again keep the same house-style as the tv promotional material. They are very simple with just the phone on the billboard and a white background with the name of the device at the top. 

Synergy

This whole campaign keeps the same sort of house style through out. For example, the billboard keeps the very simple look with the white background and just the phone showing, along with Apple brand and 'iPhone 6'. This white background with just the phone showing is also apparent in the TV advertisements, with the apple logo showing at the end to again reinforce the brand. This look is again the same for the website with the phone against the white background. 

The synergy between the campaign goes beyond just the look, with the constant reinforcement of 'iPhone 6' within the campaign and the simplistic tag lines, for example "The two and only.". The iPhone 6 on release had also been tweeted by Apple's twitter profiles, using these simple tag lines that were also used on the website, here linking different parts of their campaign together. This consistent theme through out the campaign makes each element instantly recognisable, and if somebody sees the advertisements and wants to know more about the phone, they will experience the very same simplistic look on the website for example. 

Target Audience

In a broad sense, the target audience for Apple when advertising the new iPhone 6 would be to people ready to upgrade on a contract that are looking for a new phone. Specifically with the iPhone 6 and the new larger screens, the target audience would be people that before switched over to android phones in need of a larger screen. In Apples advertising campaign they are specifically showing the new, larger screen size, therefor hoping that now they offer a larger screen and have met these consumer needs and wants, these people will then return to apple.

More specifically the advertising campaign for the iPhone 6 would be aimed at the social grade groups of D-A. The Apple brand is a very premium, high-end brand, which is represented in the cost which the unemployed of group E would not be able to afford. Therefor people with a reasonable amount of disposable income would be targeted by Apple. Therefor the TV advertisements would be aired on TV either on weekends or from around 5PM onwards when people are returning from work in these social classes or the children of parents from these social classes would be home from school. 

Therefor the age range classes for the iPhone 6 advertisements would be 15-24, 24-35 and 35-55. This is evident with their use of trendy, popular and young celebrities used in their initial TV adverting material, which puts across to the consumer that if they own this Apple device they will be trendy and up to date like these celebrities. Young people in the age range of 15-25 may not be old enough to purchase the iPhone their selves, but still ask their parents in the age range of 35-55, as they want to be up to date with technology and as technology is something young people and teenagers are very interested in. Young adults in the age range of 24-35 are old enough to have their own spending power and will also want to remain trendy and up to date. The second apple advertisement featuring the new health kit feature would be aimed at all of the age range classes. For example young people will want to watch their health to remain a fit and healthy young person, in the 24-35 age range, as people become older they may want to watch what they eat, which is displayed in the advertisement, and as people get older and towards the 35-55 age range monitoring their health and keeping in touch with their doctor becomes vitally important, so here a range of factors that appeal to these age range classes in the apple advertisements. 

In the context of Maslow's Hierarchy of needs, the target audience for the iPhone 6 campaign I believe would have at least met up to their esteem needs. Physiological needs would be met as people in this category would most likely be in the mature family age range category and therefor be earning a high wage. Safety needs would then also be met as they would have what they need to survive and the money on hand to do this and enough disposable income to buy an iPhone 6. Belonging needs would be met as most parents would be buying their children an apple device, and in this category people usually have a family or a strong group of friends. Esteem needs would also then be met as most people that are buying an iPhone would most likely be happy with their lives, have self confidence and self worth. These people would be people in high, managerial positions at work with a lot of disposable income to buy an iPhone 6.

Representation

Within the iPhone 6 promotional material the people within the audio/visual side of it are always represented as enjoyable and people having a good time, using the iPhone within their day to day lives to capture memorable moments or using it to benefit their life, for example the health kit advert above. There are a range of ethnicities, ages and sexes in the adverts to show how the apple brand and iPhone is available for anybody to use. Within apple advertisements there are also a lot of creative people shown, which has always been one of the selling points of apple devices, them enabling creativity. All of these representations are conveying to the audience that they should buy an iPhone to feel the same way the people being shown in the adverts are also. 

Although, what has always been evident in Apples advertising material is simplicity, as you can see from the health advert and the duo advertisement, they are both very simple and against a white background, therefore not discriminating agains anybody and simply advertising their phone. 

Campaign Message

The campaign message used within the health kit advert is that by using an iPhone 6 with the health kit app, then your health can then be improved, meaning that this new application is a selling point for the new iPhone. The other iPhone 6 adverts just displays the iPhone 6 with the humorous voice over, here conveying and showing the style aspect of having an iPhone 6 and being up to date. They have used the health campaign message as its a personal aspect and an aspect of life which most people want to improve. Apple also at this time had released their apple watch where one of its functionalities is to keep track of your health, and works hand in hand with the iPhones health kit application. People would see this and may then also want to buy an Apple Watch. On both of the adverts there is the message at the end of, "Bigger than bigger" which is evidently their main campaign message with both of the new iPhone models having a larger screen than the previous iPhones. This is also one of the major selling points of the new iPhone and a message that Apple want to get across to people that have bought an Android phone just because of the larger screen. 

Theres also the campaign message within Apple adverts to advertise their brand, which will then lead consumers on to buy other Apple products. At the end of every Apple advert theres always the apple brand logo shown, so theres also the message of raising awareness of their brand.

Legal and Ethical

There are many legal and ethical considerations that advertisers must consider before airing their advert or even shooting it. When Apple uses music from iTunes for example in an iTunes advert they need to assure that they have permission from the musicians lawyers or managers to use their music. They need to make sure that they include nothing slanderous or untrue in their adverts also, for example they cant just say that all android phones will make you blind, therefor you should buy one and buy an iPhone 6 instead, what they advertise must be true. The advertisements must also be ethical, which should be a consideration when representations are being used. Being ethical means for example, having a range a genders, ethnicities and ages within the adverts, so that they are not discrimination against people and being equal. Being ethical also means not to show anything that is so shocking, although this can be hard sometimes to avoid in advertising as things seen as shocking usually stay in people minds, which is what every advert wants to achieve.

Regulatory Bodies

        

There are three main regulatory bodies that assure the promotional material for products and from companies is appropriate for where its being displayed. These three main regularity bodies are the BBFC, OFCOM and ASA. The BBFC is an independent, non-profit organisation which classifies cinema and video/dvd products. Ofcom regulate the TV and radio sectors, fixed line telecoms and mobiles, plus the airwaves over which wireless devices operate. The ASA is a self regulatory organisation of the advertising industry in the UK and assures advertising standards are kept high. The BBFC set age ratings on films and video and assure that films are set the appropriate age rating to be watched by certain ages. The BBFC wouldn't apply to an Apple advertising campaign unless they released a full, cinema release movie alongside the new iPhone. On the other hand, Ofcom and the ASA would apply and regulate elements of Apples campaign. For example the ASA would cover newspapers, magazines, billboards, posters, leaflets, mailings, e-mails, texts and UK based websites. They respond to concerns from members of the public and industry about advertisements that may be misleading, harmful or offensive, for example advertisements that are usually banned are ones which include too much sexual activity. The ASA also regulates TV and radio although this is mainly regulated by Ofcom who also covers programme sponsorship credits on radio and television services.