Client: Apple
Product: Apple Card
Ask: Raise awareness and increase applications
The Situation
When the Apple Card launched in 2019, it was intended to break the finance industry. A credit card that looked and acted nothing like any other card on the market, with its sleek, no-number design and full transparency from start to finish of the application process. It intended to be a game changer, the same way the iPod had changed the music industry, and the iPhone changed the cellphone landscape. However – it didn’t.
Despite all the amazing features and the brand loyalty backing it, the Apple Card found itself ultimately fading into the background. Because of this, Apple has asked to create an awareness campaign that will lead to an increase in applications for the Apple Card among loyal Apple Consumers.
The Audience
Considering the Apple Card’s features such as zero annuals fees, no previous credit needed and cash back on all products, it became clear that the ideal target was on the younger side, specifically Gen Z and Young Millennials, 18 – 29. They are heavily invested in the apple system already, making the Apple Card a perfect addition. This younger demo tends to crave unique experiences, and are more likely to reject confining labels and spaces when it comes to their identity, their political beliefs, and their jobs. They are 10% more likely to do something creative everyday versus their older counterparts, and often have creative hobbies and aspirations on the side of their day-to-day work.
During our research, we also found that they tend to be inexperienced when it comes to finances, with 63% not having credits cards. If they do have a credit card, they have maybe 1 or 2 max, and they probably chose the card because a parent or friend told them to, not because they researched it. 33.3% said that the biggest reason they don’t have a credit card is because they “don’t want the temptation,” and in a shocking finding, 33.2% said the thing they feared most was credit card debt compared to only 20.4% that said dying.
The Insight
Through our research, it became clear that young people prefer using a debit card over a credit card because they are afraid of the temptation of going over the limit and ending up with credit card debt, which makes sense when you think about the media portrayal of credit cards. Think of every sitcom in the early 2000’s - a character gets their first credit card, spend way too much money, and ends up $1,000 in debt. Every time, in order to pay the money back, they have to miss out on the awesome spring break trip, or work at their Dad’s store for two months, or babysit every weekend for the rest of the summer in order to pay it back. It’s this debt, and ultimately the credit card they used, that holds them back from doing whatever the fun activity was they really want to do.
With this background, it’s no surprise that owing money makes young people feel like they’ll be held back from living their life the way they want.
The Strategy
Show people the Apple will allow them to live life to the fullest by helping them make their creative side hustles a reality.
Hustle harder with the Apple Card
And so,
We decided to use traditional Apple advertising formats in order to ensure the campaign felt true to client: Video Commercial, OOH Billboards, and Experiential Contest.
Our commercial will showcase young Gen Z's who are living a double life: boring 9 to 5 by day, creative mastermind by night, until one day they notice an ad for the Apple Card and sign up. From then on, their dream gig starts to become more and more of a reality, all while we showcase the specific features of the card, showing that with the Apple Card you can hustle harder. Our Billboard will similarly showcase the transparency and simplicity in the card, and finally the virtual contest will encourage people to send in videos and pictures of their side hustle, all made possible through the work of the Apple Card. Top 10 winners will receive $1000 credit refund on their card, as well as their video played in all Apple Stores alongside an interactive section within the store for you to touch and feel the card for yourself.
