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What I know about the product
Upbeat music with fast tempo, bright colored backgrounds, dancing silhouettes that are holding a white gadget and earphones plugged into their ears; these were the elements shown in a typical Apple iPod advertisement.
Having its own Wikipedia page and YouTube channel, iPod advertisements revolutionized not only the marketing world but also the music industry.
On the introduction of iPod last 2001, Apple Inc. Chairman and CEO, Steve Jobs kept on emphasizing that iPod is a portable digital player that could carry a thousand songs and could fit in your pocket. This particular event marked the birth of iPod’s publicity.
The product also pioneered in their category being the first one to come out having a slim hard drive, a fire wire cable (30 times faster than any other mp3 player), and a signature click wheel for portable audio players. These made their edge from their competitors.
With the recipe of a trusted brand, a cool product, an aggressive CEO and creative advertisements, the product became a worldwide hit.
iPod advertising started out as a video during the first part of the decade (2000's). It showed an average American guy was typing in his desk using his Apple iBook and suddenly an upbeat percussion rhythm plays. He started to dance to the beat, dragged the music file into his iPod, unplugs it, stands up, grabbed his jacket and did his moves. At the end of the one-minuter ad, it said, "a thousand songs in your pocket".
(click here to see the video)
Then here comes the iconic dancing silhouettes. One thing I really like about these ads is their music. Apple really knows how to play with the right kind of music and visuals for their video ads. The ads have a wide variety of music genre such as hip hop, techno, jazz, latin, R&B. This shows that iPod is for everyone who loves music.
Now let’s go to its physical appearance. The iPod comes in different colors and sealed in a slick thin case. I even saw a store before selling iPods in vending machines.
I guess the company did a great job letting us stereotype their products that once you buy an Apple you are now “hip” and “in” in the society.
If I were being asked, did Apple follow an IMC strategy and not just for the iPod, but for the entire company, I would answer yes. From the first advertisement being publicized it already showed that it wasn’t just promoting the iPod alone, it even showed an iBook in it. As for the other advertisements of the iPod it included promotions for their iTunes program. It was through the iPod ads that Apple caught the attention of the world and now they are making classy video ads on their other products to be consistent to their worldwide audience.
(I had made a few researches about the advertisements of the iPod and I stumbled in a site where it showed the slogans used for promoting the product)
"1,000 songs in your pocket." (2001) used to promote the first generation iPod's large storage capacity and compact design.
"The best keeps getting better" (2004) used to market iPod fourth generation.
"10,000 songs in your pocket." (2004) used to market iPod fourth generation.
"Life is random." (2005) used to market iPod shuffle.
"Enjoy uncertainty." (2005) used to market iPod shuffle.
"Which iPod are you?" (2006) used to market iPod family.
"Clip and go." (2006) used to market the second generation iPod shuffle.
"Now there's even more to touch." (2008) used to market the iPod touch firmware 1.1.3.
"Play more than music. Play a part." (2008) used to market the iPod
"Everybody Touch" (2008) used in the new iPod Touch commercial.
"The funnest iPod ever" used on their website to promote the second generation iPod touch.
"Millions of songs. Thousands of videos. Hundreds of games." used on their website to promote the second generation iPod touch
"Small Talk" used on their website to promote the new iPod shuffle.
Even I was affected by those dancing silhouettes. It served as an inspiration for me to delve into graphic design and it became one of my first photoshop arts.
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