Brand: Apple
Campaign: iPod launch (UK & Ireland localisation)
Year: 2002 & 2003
Agency: TBWA
Key Channels: Print, Digital, Retail and OOH.
The Campaigns:
2002 saw the revolutionary launch of the iPod in the UK. It changed the way we listened to and even purchased and managed our music.
I was fortunate enough to not only work on the iPod launch campaign for the UK and Ireland, but also the iconic Silhouettes Campaign that followed in 2003.
My Role:
I managed the localisation of assets for all channels (TV, print, digital, OOH and Retail) for the UK and Ireland across both of these campaigns. This involved working closely with the US team and following their guidelines on localisation.
I was also responsible for managing relationships with creative and media agencies to ensure delivery of assets to meet the media plan requirement, locally for the execution and delivery of TV, print, digital and OOH creative plus material for retailers.
The Result:
Both campaigns launched on time, and within budget. They proved a huge success and helped pave the way for Apple.
The iPod launch was the first ever marketing campaign I worked on - and gave me a fantastic opportunity to understand the basics of managing a campaign.
Other campaigns I had the pleasure of working on were The New iMac (2002, iMac G4 Campaign) and the launch of the iTunes Music Store (2003).