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The Advertising Campaigns Of Ipod And Ipod Video

The advertising campaigns of​ iPod and iPod video

The ipod presents,​ besides an​ interesting technical evolution,​ an​ original and innovative way of​ promoting and advertising,​ which differs in​ style and slogans from the​ first ads of​ the​ first generation of​ iPods,​ to​ the​ most recent iPod video advertising campaigns .​

The first campaigns concentrated upon the​ new product promoted both the​ iPod and iTunes brands .​
These advertising campaigns were leaded by the​ slogan a​ thousand songs,​ in​ your pocket,​ which was launched in​ November 2001 .​
The colors which were selected for the​ first iPod campaigns were brisk and full of​ live: turquoise,​ cyclamen,​ bright grass green and other joyful nuances were chosen to​ represent the​ idea of​ both music and video,​ meaning both visual and auditory sensations .​
The wrap advertising was used,​ at​ the​ same time with the​ other and more traditional types of​ BTL advertising: there were various light rail wraps in​ busy centers or​ midtowns,​ using the​ same visual message as​ the​ banners .​
Large banners and billboards were displayed in​ various busy centers,​ with high visibility .​
The promotion was intense,​ forward and dynamic,​ with only intense and optimum quality for all the​ elements: the​ colors were vivid,​ the​ actual ads were large and the​ represented images were dynamic .​
The TV ads were concentrated upon the​ idea of​ music,​ dancing and mobility and the​ text of​ these was just limited to​ the​ slogan of​ the​ product and of​ the​ Apple brand (Think clear).

In 2003,​ the​ new advertising campaign that Apple introduced was due to​ the​ conjunction with the​ launch of​ the​ iTunes music store .​
The campaign concentrated mostly on​ the​ interpretation of​ popular songs by different persons wearing iPods .​
This campaign was a​ big hit,​ due to​ the​ fact that it​ was based on​ famous pop,​ rock and hip hop songs,​ belonging to​ artists such as​ Eminem or​ Pink .​

Later that year,​ in​ October 2003,​ iPod released a​ new series of​ ads,​ based on​ the​ silhouette campaign,​ which was the​ base for most of​ the​ print ads,​ like banners,​ billboards and wraps,​ even from the​ appearance of​ the​ first generation of​ iPods: the​ images basically showed black silhouettes of​ people dancing while wearing iPods .​
This new campaign was realized based on​ the​ same intense colors and dynamic images like the​ first campaign .​
Even more,​ the​ success of​ the​ campaign was owed to​ the​ popularity of​ the​ performed music,​ such as​ the​ Vines' Ride,​ the​ Caesars' Jerk it​ Out,​ Gorillaz' Feel Good Inc.,​ Steriogram's Walkie-Talkie Man,​ Jet's Are You Gonna Be My Girl,​ Propellerheads' Take California,​ Ozomatli's Saturday Night,​ N*E*R*D's Rock Star (Jason Nevin's Mix),​ Franz Ferdinand's Take Me Out or​ Daft Punk's Technologic.

With the​ release of​ the​ new iPod video,​ the​ image of​ the​ product and its promotion began to​ change .​
The slogan of​ the​ new product was One more thing...,​ meaning the​ new and expected video feature,​ which was a​ big plus comparing with the​ latest model of​ 2005 .​
The ads for this new product were focused on​ the​ video playing capabilities of​ the​ device .​
Actually,​ the​ ad featured U2's Original of​ the​ Species from the​ Vertigo: Live From Chicago DVD .​
Based on​ the​ same idea,​ there were 2 more videos which featured Eminem and Wynton Marsalis .​
Still,​ at​ the​ same time,​ the​ ad which was presenting the​ dancing silhouettes continued,​ but it​ was modified into something more representative for the​ new video device: the​ backgrounds were not simple vivid colors anymore,​ they were textured and had various patterns,​ symbolizing the​ evolution concerning the​ image and the​ video properties of​ the​ new model of​ iPod .​
The 2 variants of​ the​ videos featuring the​ 2 popular artists ranged from an​ orange urban theme of​ the​ hip hop music to​ a​ cool blue one of​ the​ jazz look .​

The latest iPod ad,​ released in​ March 2006 is​ not based on​ the​ silhouette style anymore; instead,​ the​ producers opted for a​ video showing various CD covers,​ integrating in​ an​ iPod nano,​ under the​ same older slogan a​ thousand songs,​ in​ your pocket .​


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