Though it launched in late 2003, Appleâ€™s iPod was among the more memorable â€“ and visible â€“ campaigns of 2004. The dazzling, award-winning ads featured dancers in silhouette rocking out against solid neon backgrounds.
Apple launched the new iPod ad campaign in different national and international magazines, billboards and in the Internet. The set of iPod ads featured a variety of vibrant colours and design schemes with a black silhouetted figure of a person dancing with or simply enjoying an iPod. Cropped versions of these iPod ads were also used on Apple iPod web pages.
Apple simultaneously put forward innovative advertising campaigns that combined multiple posters and billboards spread out across urban settings see exampleslinked to television commercials that animate the posters; this is an example of combining existing marketing techniques in new ways and reinforces the overall brand and product position. Compare with an 'old' ad - click here
The colourful and silhouetted iPod ad campaign of Apple makes the white iPod earphones very recognizable.
The 'look' of silhouettes against backgrounds of neon colours has continued, and can still be seen in the current television commercials.
The television commercials are aimed at presenting the product/company as fun and stylish, a trait that analysts say is a major reason behind iPod's success.
NEON COLOURS Neon colours are VERY BRIGHT colours that almost glow .
Anyone who has had any marketing experience or design knowledge knows that neon colours are definitely attention grabbing. Lime green and hot pink are without a doubt going to catch the eye. This is why many companies that do mail out promotions pay extra to have their document printed on brightly coloured paper. They know that they have a higher chance of having their mail read if it stands out amongst piles of plain papers.
Neon colours are bright and fun, but they need to be used carefully - for the right audience and the right situation. For example, neon colours are used in children's websites and for children's toys ... and for iPods. examples: iPods website Wiggles poster book cover party items