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Apple
iPad mini Launch

RAN IN: United States, Canada

CLIENT
Apple, Inc.

AGENCY
TBWA\Media Arts Lab *Lead Agency


OMD


SUMMARY

When iPad mini launched, competitors had flooded the tablet market with small, cheap devices that offered compromised experiences. How could iPad mini avoid being likened to the competition, or even worse, as a compromised version of the original iPad? The solution was to shift the conversation from 'big vs. small' to 'real vs. not' in order to show that regardless of size, there's only one iPad. Consequently, iPad mini captured 57% of the small tablet market within months of launch and brought more first time buyers into the tablet category.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Print,OOH,Not Applicable

Audience: Tablet Considerers

Objectives: Reframe the category narrative

Type: Business-to-Consumer

Classification: National,Multinational

Language: English