Apple "Silhouette" ads win Cannes 'Media Lion' award
updated 09:40 pm EDT, Wed June 30, 2004
Apple \"Silhouette\" ads
Apple's "Silhouette" advertising campaign for iPod has at the 51st annual Cannes Lions Festival. Apple UK says the event "celebrates the best in international advertising, marketing and creativity. The iPod campaign included TV, outdoor, print and in-store advertising and was honoured in the 'Young Adults (18-34)' category." The campaign goal was to "establish iPod as the MP3 player for our core target audience of young adults, finding the optimum balance between building broad awareness with the 'early mass' whilst maintaining the 'cool factor' amongst early adopters of digital music."
The entry notes that the iPod launch was "one of the most successful in Apple’s history," citing a post-campaign analysis that showed a 79% increase in the intention to buy, which "quantified to a strong business response, retail outlets were out of stock by mid-December, making iPod the number one MP3 player in Europe."
The Magazine Publishers of America also recently awarded TBWA/Chiat/Day the $100,000 Grand Prize Kelly Award for its Apple iPod "Silhouette" campaign.
