After the success of last year’s Shot on iPhone 6 ad campaign, taking one of the top prizes at the Cannes Grand Prix festival, Apple is relaunching the campaign to highlight photos taken with the iPhone 6s/Plus, reports Time.
The new ad campaign features 53 images from 41 amateurs and professional photographers from around the world. While the previous campaign included a variety of photographic subjects – from landscapes to extreme close-ups – this time, Apple has put the focus on portraits, most of them photographed in subtle, everyday moments.
Apple first launched the Shot on iPhone 6 campaign on its homepage last March, alongside a new App Store page highlighting photography apps. The company then used the photos in worldwide billboard ads – which Apple will be doing again this time around …
Bloomberg reports that a survey by ad effectiveness specialist Ace Metrix Inc showed that Apple’s new ‘mission statement‘ ad campaign has been far less effective than its traditional product-focused ads.
The company’s latest ad, which began airing June 10, has earned the lowest score of 26 Apple TV ads in the past year, according to Ace Metrix Inc., a consulting firm that analyzes the effectiveness of TV ads through surveys of at least 500 TV viewers. The ad scored 489 on the company’s scoring system, below an industry average of 542 and far below past iconic Apple campaigns that often topped 700.