CLIENT
Apple Inc.
Lindsey Chow, Jr. WW Advertising Manager
Steve Jobs, CEO
George Neill, Sr. Dir. WW Mktg. Communications
Sissie Twiggs, Sr. WW Advertising Manager
Tamara Whiteside, WW Advertising Manager
AGENCY
Elena Hale, Account Dir.
Ashley Wood, Account Planner
James Vincent, Worldwide Managing Dir.
Duncan Milner, Creative Dir.
Eric Grunbaum, Creative Dir.
Andrew Schafer, Planning Dir.
SUMMARY
By 2003, the music industry was in trouble, illegal downloading was rampant and no one knew how to control it. Digital music was a mess. With the launch of the iTunes Music Store, Apple came to the rescue with a service that offered everything consumers, artists, and the industry wanted from digital music. Through the advertising, we took the high ground, celebrating everyone's love of music, not focusing on the controversy. Communication showed real people with iPods singing their favorite songs, promoting the message: 'your favorite songs for 99 cents'. This established Apple as the gold standard in digital music distribution, achieved our month goal of selling 1 million songs in only seven days, and fueled sales of 13 million songs in less than 6 months, which accounts for 70% of all legal downloads. It also boosted iPod sales. In Q3 alone, Apple sold 366,000 iPods. That's 2 1/2 every minute.
