Apple AirTags:
“Lose Yourself” Campaign
Objective: Establish Apple AirTags as the essential travel accessory for prospective Millennial and Gen Z consumers, aiming to increase brand awareness and re-position the product as not only a tool for everyday item tracking, but for travel use cases.
Insight: AirTags were designed and marketed as a general-purpose item tracker, but consumer behavior reveals that a predominant use case revolves around travel. Travelers are increasingly relying on AirTags to keep track of their luggage and personal belonging, seeking peace of mind while on the move. Current marketing for AirTags does not fully capitalize on the travel use case, missing an opportunity to better connect with consumers.
Strategy: Develop targeted campaign message, highlighting the relief travelers will experience by utilizing AirTags. Imagery and messaging will lean into the emotional appeal of peace of mind along with the functional benefit of saving time if your luggage were to be misplaced, and having that time to instead devote to being more immersed in your travels.
The campaign also leveraged a themed social media series to highlight the travel appeal of AirTags. An announcement post for the #TagAlong Adventures series invited users on Instagram to provide testimonials of situations in which AirTags managed to avert their luggage from being misplaced and to make the trip as enjoyable as possible. Stories posted by users with the hashtag “TagAlong” were selected and reposted on a weekly basis over the duration of the campaign.
The visual concept of the ad played into the theme of adventure and exploration, which is highly appealing to the target Millennial and Gen Z audience. Treasure map imagery provided a nostalgic appeal that is unmistakably linked with adventure, while the prominence of AirTags as points on the map the user departs from incorporated brand elements and provided a modern appeal so as not to stray from the high-tech branding Apple is known for.