Apple's notably different MacBook Neo marketing campaign that ran earlier this year, has been submitted to the Cannes Lions Festival, according to Basic Apple Guy.
Following the launch of MacBook Neo in March, Apple ran a campaign on TikTok targeting a younger audience and new Mac buyers with playful short videos including a new viral mascot dubbed 'Lil' Finder Guy'.
Across the course of the campaign, the mascot, based on the Mac file manager Finder, slowly took over the Apple TikTok page with creative thumbnails.
The campaign also focused on MacBook Neo's vibrant colour options with multiple videos showcasing the colour theme of the new laptop, without showing the product itself.
This includes a clip of a pink sunrise with the Mac startup chime and a video of hands covered in blue paint with the Siri loading sound.
These posts were very different to Apple's usual, with the classic white background, perfectly curated images of the device and a slogan that is a play on words.
Cannes Lions Festival
The Cannes Lions Festival is a prestigious event for advertising and marketing, where companies can submit their campaigns to win an award, know as a Lion.
Apple has reportedly entered their Neo campaign into this event, which received over 176 million views, according to the X post from Basic Apple Guy.
Why Was This Campaign Different?
MacBook Neo is the only entry-level Mac laptop the company has ever created, undercutting the previous cheapest MacBook, the Air, by £400 at launch.
As a result, the laptop was positioned as a student laptop that competes with lower-end Windows laptops and, for the first time ever, Google's Chromebook was now competing with Mac.
The significantly different audience may have lead Apple to try something different with the campaign, to get people talking about MacBook Neo, with viral TikTok's that can easily spread among students and teenagers, also known as the Neo's target audience.
Source: Basic Apple Guy
Thumbnail Image: Sourced from Basic Apple Guy's X Post
