• Situation: Apple’s first new product launch in a decade introduced a new era of spatial computing. We needed a launch that differentiated Vision Pro from the misconceptions and apprehensions surrounding AR/VR.

• Brief: Make the launch unmissable and “iconically” Apple

• Objectives: Disrupt culture, drive product interest

• To create the required impact we had to disrupt Apple’s tried and trusted launch playbook

• 2 essential audiences. 1. Devs and 2. Mass.

1. Apple’s WW Developer conference is the pinnacle of the year for Apple’s 30M+ Devs, making it the perfect opportunity to set the launch on the right path

2. Go mass, not niche, to reach category rejecters in the most popular media moments and engage them in relatable/unexpected ways; creating the desire to experience for yourself

• Culture moves quickly. Solution - don’t be afraid to go shorter and concentrate media (to create cut through)

Communication focused on introducing the innovation story, building anticipation and intrigue for the experience, rather than trying to replicate the magic of the actual product experience.

We created 6 assets

1. Product Film: Introduces Vision Pro

2. ‘Get Ready’: re-introduced the product with beloved, iconic characters that amplified intrigue with a brief tease of Vision Pro at the end.

3. Making of Vision Pro: A rare behind-the-scenes look from Apple that teases how they created their most innovative product yet

4. ‘First Timer’: A glimpse into the ease of Vision Pro interface

5. Zoe: Memorable images of the product on Zoe. Simple, human- iconic Apple

6. Hello Vision Pro: introduces spatial computing with a fun, human tone and shows Vision Pro in the context of everyday life.

7. Features Stories: Short form :15s

1. Apple developers: 34M registered Apple developers

2. Apple Early Adopters

3. Mass Audience: US 18-49 (140M)

2 Launches, 4 phases

1. Reverberate beyond Developers (1 Phase):

We upweighted targeting to reach Apple devs and engaged techies, prioritizing paid investment on YouTube to scale 1 long-form Product Film, drafting off the event live stream

2. Excite everyone (3 Phases)

1) Reignite the hype after a 6-month pause, focusing on only the most watched programming (CFL championship & NFL playoffs), leveraging nostalgic creative film telling everyone to ‘Get Ready’, culminating in a 24-hour countdown to heighten anticipation and get people discussing Vision Pro (watercooler style)

2) At launch. Create our own unmissable Moment - Condensed our spend to just one weekend to own the cultural narrative, taking over the biggest US digital media properties, blanketing the internet with our iconic hero visuals to let everyone know ‘Vision pro is here’

1. WWDC’23 (8d)

Pre-Event (5d) – Targeted YouTube, Social, Editorial & CTV to amplify anticipation

Event & Post-Event (3d) - YouTube WWDC livestream immediately followed by launching a 9-minute product film, surrounded with top social + digital pubs

Jan/Feb ’24:

2. Reignite (4 weekends in January)

Only the biggest TV moments: College Football final & NFL Playoffs, telling people to ‘Get Ready’ and YouTube Pre-Roll to satiate growing interest

3. Countdown (1d)

Takeover commenced weekend with an unmissable Count Down First-Impression takeover on TikTok + Google Search

4. Takeover (3d)

Dominated the highest-reaching US platforms with the most impactful units available. A mix of Custom Homepage Display takeovers, Social takeovers on all major platforms, High profile TV spots (including the Grammys), a market-first Hulu ‘Splash’ unit, CTV takeovers, and the biggest reach unit in the US – the YT masthead

Synchronized with owned & PR efforts to create outsized impact

Biggest WWDC

•200M Keynote event views across YT, Apple.com, Paid & owned

•15,793 hours YouTube Trending for Apple Keynote VOD & Introducing Vision Pro both hit #1 in multiple markets

•Half US Twitter trending topics on June 5th were Apple-related

•127M site visits

Launch

•+200% surge in search surrounding first TV Airing (Jan 8th)

•Avail weekend drove the equivalent views of 2+ Superbowls (247.5m video views, 1.1b display impressions. Only ran 3 TV spots)

• Spatial Computing’ became a top 5 searched keyword

•1.7+ billion views of Vision Pro content drove an unprecedented 5-day post-avail surge of site traffic and Search volume. - 24.4M site visits / 8.8 million Google searches

Organic

•Mentions: 1.6 million in Jan/Feb, 2.6 million post WWDC

•YouTube: +20k videos created about Vision Pro

•TikTok: 35.7Bn Vision Pro Hashtag views, 14 sec average view time. 6.8% engagement rate, 1.9Bn likes, 154M shared, 59M comments