Apple print push targets small biz

Apple Canada is using newspaper as the foundation of a new campaign promoting computer packages at a special price to the small business and home markets.This is the fourth year Apple has run a promotion at this time of the year,...

Apple Canada is using newspaper as the foundation of a new campaign promoting computer packages at a special price to the small business and home markets.

This is the fourth year Apple has run a promotion at this time of the year, and the second year that home and small business have been the focus.

In the first two years, while it was targetted as a back-to-school promotion, post-sales analysis showed that about 30% to 40% of sales came from small business.

More aggressive

This year’s advertising campaign is also more aggressive and tactical than in the past.

The promotion is built around computer bundles – a number of system configurations that include the computer, keyboard, monitor and printer – to provide a total solution.

It also includes integrated software, which varies by dealer, such as Claris Works, to give home users the basic functions they need in one program.

The national promotion started in late July and runs to the beginning of October.

Ad support from Apple agency BBDO Canada of Toronto began early this month and includes newspaper, tv, radio, billboards and poster boards.

Newspaper advertising runs to the end of September; four 15-second tv commercials run in two two-week flights, mid-August and the first two weeks of September; and three 30-second radio spots are also on-air.

Nine executions

Nine newspaper executions have been created and successively build in tonality from an announcement of the promotion to a stronger call to action.

Headlines include ‘Attention opportunists,’ ‘Macintosh. Because there has always been a fascination with the future,’ and, ‘Thinking about a computer? You’ve thought long enough,’ with the line, ‘Our sale runs July 23rd to October 2nd’ in smaller reverse type.

‘As if you need another reason to buy a Macintosh’ is tagged with ‘They’re now on sale.’

The phrases ‘Your days are numbered,’ and, ‘In a few weeks the future will be history,’ appear with, ‘Our sale ends October 2nd.’

All ads feature a product shot, strong call-to-action body copy, a 1-800 number and the distinctive Apple logo.

Creative credits at bbdo go to Wally Krysciak, art director, and Rob Tait, copywriter.