Double miracle following the incident of the door of an Alaska Airlines Boeing which slipped away in mid-flight last Friday. Firstly, there are no deaths following this “slight” problem which nevertheless ticked all the boxes of a disaster film. Second – and this is perhaps even stronger – an iPhone, which had fallen from the cabin and having fallen 5,000 meters all the same, was found unharmed on the ground. A passerby discovered him in a bush.
For Apple, this is perhaps the opportunity to transform this accident into an extraordinary advertising campaign. Ok, the iPhone is very expensive. Ok, its battery doesn’t last the day. But you have to admit that a phone that survives a five-kilometre fall is a real dream*. Orphaned by the marketing genius of Steve Jobs, we decided to help the Apple brand ourselves, with five slogans to capitalize on this news item.
“ Anatomy of a fall, the return” (spoiler alert)
In marketing, you are never better served than by others. We might as well ride on the popular and critical success of the French film Anatomy of a fallawarded at the Golden Globes and building a little media hype across the Atlantic.
And since the film ends with an unsolved mystery (is it a murder, a suicide, an accident?), the iPhone brings a significant bonus: a finale with 100% information and 0% enigma. It was definitely a plane crash, and unlike the husband, the iPhone survived. Yay.
“You don’t even need protection to get laid”
It’s well known that the best soups are made in old pots, and there’s nothing like a little erotic innuendo to attract the customer. Poetry will wait.
We therefore take the opportunity to slip in a little advertisement on the supposed resistance of the device, one of the most important criteria for purchasing a phone.
The iPhone, “straight from the heavens”
So yes, marketing around ass or cinema is effective, but even if it means taking inspiration from the greatest, you might as well push the madness and directly offer biblical references.
Because the object that descends from the sky and appears in a bush (not fiery) to bring light and contact to men, it sounds more like Jesus Christ than a smartphone in the era of overconsumption. And we take, especially in a country as religious as the United States.
“Love yourself, heaven will call you”
Once again, we are inspired by an already ready-made slogan with just the right amount of adaptation. The advantage: we’re riding the current trend: self-love and personal development.
Come on, we add a Miley Cyrus who sings “I can buy my own smartphoooooone” and the count is good.
iPhone, “ the gravitational law of attraction »
Several rumors exist about the origin of the Apple logo. Reference to the suicide of Alan Turing, who would have bitten an apple to commit suicide? Or to Isaac Newton when he discovered gravity? For the purposes of this advertisement, we will take the second option.
An object that falls from the sky, like the apple on poor Isaac’s head, is the perfect reference to extend the legend.