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http://www.insanely-great.com/news.php?id=901
Apple aims to ace switchers with new ads
By ron carlson, Insanely Great Mac
September 5th 2002
The latest volley in the mothership''s campaign to win over Wintel users will come
this weekend during the US Open tennis tournament
Apple''s has announced second series of ads featuring real people who have switched
from PCs to the Mac will debut during CBS''s broadcast of the US Open tennis
tournament this Saturday and Sunday. The six new ads feature "switchers" from a wide
variety of backgrounds: an attorney, a veterinarian, a trucking company owner, a
software manager and two students. Their personal PC-to-Mac switching stories join the
growing list from people switching from PCs to Macs every day.
"Our Switchers campaign has clearly resonated with viewers because the response has
been nothing short of phenomenal," said Steve Jobs. "We are thrilled to have these
real people stand up to tell their personal switching stories to the entire country."
Apple will continue to run the TV ads this Fall on major broadcast networks like CBS
and NBC, including NBC''s broadcast of the 54th Annual Prime-Time Emmy Awards on
Sunday, Sept 22, and on top cable networks like CNN, VH1, Comedy Central, Discovery
Channel and ESPN. Print ads will
begin appearing in mid-September in major magazines such as Time, Newsweek,
BusinessWeek, Fortune, The New Yorker and Rolling Stone.
Analysis: It would be helpful if Stephen P would share some numbers vis a vis the
"nothing short of phenomenal" response he refers to. Speculation and pontification
about Apple''s "switch" campaign has been flying pointlessly in every direction simply
because nature, especially human nature abhors a void. We''ll probably have to wait
until Apple''s Q4 numbers come out for any guidance.
Post your comments at:
http://www.insanely-great.com/news.php?id=901
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