Apple innovatively unveils iPhone 6 through two phases

The latest iPhone 6 arrived in India with a huge OOH advertising campaign. The objective of the campaign was to establish the new iPhone’s proposition – Bigger Than Bigger and wanted to create the same hype in the Indian markets.  The brand decided to execute a month long OOH campaign to create the brand value. Milestone Brandcom was roped in to create impactful campaign for the new iPhone.
 
Apple & Milestone planned and executed this elaborate campaign across 24 cities, which was launched in two phases. In the first phase, the new iPhone images were plastered on the streets. Started in the first week of October, the brand left everyone guessing when the new phones would be available for over a week. The campaign creative had the new iPhone with copy that read – Coming Soon. Clean, minimalistic branding ensured that passers-by awaited the next creative revealing the launch date. The second phase of the campaign started in the mid of October. The outdoor creative now boasted the two new versions of the iPhone- the iPhone 6 and 6 plus along with the brand proposition of’Bigger than Bigger’.
 
Commenting on this campaign, Nabendu Bhattacharyya, CEO & Managing Director, Milestone Brandcom said, “The iPhone 6 was one of the most awaited gadget launches of 2014 and we are elated that we could convey the same to audiences in India. The media strategy was aligned to ensure that the communication matches the means of communication. The five biggest, brightest & best billboards in each city were handpicked by our media planners at Milestone and the 100 finest billboards displayed the campaign. Executing such a campaign can be very intimidating, but team Milestone ensured that brand standards and guidelines were followed – down to the smallest detail. The elitist sites in every city were picked up after an exhaustive evaluation of TG absorption. A very methodical approach was put into the media planning, considering the brand value and perception. We look forward to executing many more campaigns for Apple and hope that we can together extend some of our best creativity onto Indian OOH markets.