Repositioning the Apple gift card and reminding users of its benefits and multitude of uses.
The brief.
Apple came to us to help shift perception around the iTunes and App Store gift card. We wanted to understand public perception of the Apple Store gift card, so we ran an anonymous survey to get thousands of responses to better understand perception. Through doing this, we saw areas of misunderstanding and where audiences weren’t aligned with Apple’s intentions, with most users assuming this could only be used for iTunes.
The strategy.
In response, we created relevant and meaningful original content to explain how the gift card can be used in a multitude of ways and focused on getting consumers excited about different apps they can buy with the gift card and how it can help improve their personal interests.
