In a competitive market, getting a head start and reaching consumers first provides an undeniable advantage. In September 2016, when iPhone 7 launched in San Francisco, we wanted that edge.

In the weeks prior to launch, working closely with Optus marketing and the local Apple team, we developed language and imagery for our outdoor advertising that was both impactful and allowed us to drop in and adjust a new hero image with relative ease (iPhone images were at that stage under lock and key).

Our goal was to despatch artwork for print the same day of launch – the very same day that image assets were released.

The big idea

On the day of launch, at 4am AEST on 8th September 2016, Optus, M&C and media partners were on call, ready to make changes and finalise artwork. After 16 rounds of artwork changes with Optus and Apple Global, the OOH was approved and Optus iPhone 7 print and digital campaigns were ready to be despatched – 5 x creative for 5 x states.

The campaign went live in digital five days later on 14th September and in print from 16th September. The campaign was recognised by Apple as a benchmark for impactful creative. The collaborative model we developed was such a success, we were soon engaged to create two local TVCs for the iPhone and iPad launches.