Apple Australia considers US ad campaign - News - Business

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This story was printed from ZDNet Australia.
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Apple Australia considers US ad campaign

By Ian Fried and James Pearce, 0
June 11, 2002
URL: http://www.zdnet.com.au/news/business/soa/Apple-Australia-considers-US-ad-campaign/0,139023166,120265869,00.htm

Apple Computer Australia is still considering whether to use a new US campaign or create its own specifically targetting the local market.

In its largest marketing effort since the "Think Different" campaign, Apple Computer is planning a series of TV and print ads featuring Americans who tell why they switched from a PC to a Mac.

-There's always that cultural difference," Apple Australia spokesperson Myrna Van Pelt told ZDNet Australia. -We have typically used American ads, and that has worked well, they're generally very global. But this is a more specific campaign, and that is why we're reviewing it."

She added that it would be around a month before a decision is made whether to use the latest "Real People" ads, which will start appearing in the US this week. The TV versions are directed by documentary filmmaker Errol Morris, director of "The Thin Blue Line."

In an interview, Apple CEO Steve Jobs said the overall campaign is intended to show consumers they won't get stranded on a technology island if they switch to Apple.

Jobs said the people in Apple's ads are representative of some 10,000 letters and e-mails from PC users. The company has also been using its Web site to solicit the opinions of both those that have switched to a Mac as well as those that were considering such a move.

Apple's ads feature a cross-section of Windows switchers, from a college student who bought a PC at the insistence of her parents to, a Windows network administrator who bought a Mac for his home.