APPLE
iPhone
15 Pro
Launch
Lead-up to the iPhone 15 Pro keynote launch, even our team and clients
were in the dark about the product name and selling points.
The element of mystery transformed the anticipation into an "exciting" journey.
The Brief :
> Establishing Apple Retail Store as the local go-to for all things Apple, the ’By your side. (在你身边)’ comms platform was developed to highlight its unique offerings.
> Generate excitement alongside the momentum of the new iPhone launch. But without mentioning the iPhone's name and the look.
Our Communication direction:
Elevate the meaning of Apple Retail Store's ‘By your side’ promise from physical to emotional.
Convenience ----> Closeness
近 ----> 親近
Our Creative Idea:
A strong call-to-action that conveys both product excitement and a down-to-earth narrative in one.
「來了！來了！」Coming, coming! It’s here!
Output:
Embark on a series of films that brilliantly capture the vibrant connections among neighbours and the buzz within 3'600 Apple Retail Stores across China. Our campaign starts with an explosive viral reveal of the new iPhone's arrival.