OUGD501 | PRACTICAL | PROPOSAL

For the practical aspect of this module, I would like to take my question "Why is Apple so successful, and how does their branding compare to other technology brands?" and apply what I have learned to another technology brand.

Virtual Reality is an emerging technology with little influence on the advertising world. Oculus Rift has been in development for many years and is almost ready to be released for consumer purchase. They have little to no advertising and this product is predominantly aimed at the gaming community. I would like to propose a campaign that uses Apples techniques to introduce this new technology into the home of families and young people.

VR is a very singular experience, and bringing it into the home with family and friends will hopefully bring people together in a way they've never been exposed to before. This will open up the market for VR and make Oculus Rift the main, trusted brand for virtual reality.

Utilising Apples techniques I will create a proposal for a campaign, consisting of impact boards. These boards will target issues such as the concept, target market, deliverables and mock-ups of the final designs.

Apples main strategy is to be socially and culturally ambiguous. They don't appeal to anyone in-particular which gives them the widest audience possible. They focus on showing the product in their print ad's, and use quick lines of copy to reel the viewer in. Using Oculus Rifts current branding and images I have available to me, I will intertwine these techniques and create a successful campaign proposal to appeal to a more mass-market audience.

OUGD501 | STUDY TASK 8 | EVALUATING COP PRACTICAL WORK

What were your initial aims?

The initial aims of the practical were to apply Apples techniques to another emerging technology brand that doesn't have a specific target audience.

What processes / strategies have you used and why?

Taking influence from The Hidden Persuaders I've used certain strategies to target the hidden needs of the consumer, e.g. ego-gratification and emotional security.

What literature have you read that informs this work?

The Hidden Persuaders - Vance Packard

Decoding advertisements: ideology and meaning in advertising - Judith Williamson

The Advertising Handbook - Sean Brierley

Is the work effective (in terms of your aims)? In what ways? How do you know it is effective (testing)?

So far the response is effective. It's minimal, simple and doesn't appeal to everyone in the same way. It sparks a different response in anyone who looks at it. I know this via peer feedback.

Does it communicate what it should do (in what ways)?

Yes - It makes the Oculus Rift appear unique, exciting and bold. This is because it isn't concerned with any other VR technology on the market. The campaign aims to specify a target market that hasn't been looked at before - young people and families. Virtual Reality is a very singular experience, so to bring in a family/group activity aspect will make the product more desirable.

What are the successful elements and why?

The product successfully emulates Apples branding and focusses on the product.

What areas need improving or developing further and why?

The amount of text needs condensing on the impact boards as it's quite lengthy, and there could be more emphasis on families. 

OUGD501 | PRACTICAL | SYNTHESIS

Essay Conclusion:

Apple does not owe its success to one aspect in particular. It’s clever, minimal branding attracts a large audience and doesn’t spoon-feed the consumer - letting them believe they are making their own choices. Their adverts are sleek, refined and professional - Android falls down here with its playful yet patronising campaign. Other brands have tried to combat Apples strategy within their own campaigns, but this has proven to be unsuccessful. Apple doesn’t retaliate because they are aware they they don’t need to. Apple are confident in their products, which allows the consumer to trust in them too. The main selling point of Apple products is that they sell a particular lifestyle. A life that consumers believe they can also have if they own an iPhone. Overall, Apples reputation and identity is renown and respected. “Some brands are successful because people love them and and can’t get enough of them; nobody forces anyone to buy a baseball cap with the Nike logo on it.” (Ollins, W, 2003, Page 15). 

Aims for practical:

- To take the techniques used by Apple and apply to another tech brand

- See if the advertising is still successful

- Can the success of Apple be replicated in an emerging tech company? 

Rationale

The ideas behind the practical work are to take the qualities that deem Apple successful and apply this to another technology brand, preferably an emerging brand with a small/not recognised following. This will be done by creating a campaign proposal for an emerging tech company, to explain the concept behind the designs. The designs will be mocked up and presented professionally to the client. The main deliverables will be Impact Boards, coupled with the designs for the campaign.