Why is this work relevant for Integrated?

The campaign ran nationally across TV, digital, social, and OOH, with each media type serving a different purpose. The nationwide TV + large format OOH site buys delivered mass awareness to the Australian public. Hand-selected OOH placements allowed us to show up in areas where creativity is thriving, and where our featured artists live and work, creating a strong affinity with the campaign in those locales. A geo- and interest-based targeted approach to our digital and pre-roll buy meant we could reach our audience via relevant messaging. Social placements allowed talent to engage with the brand in their own way.

Background

Mac is the most powerful device for creative minds. Our global strategy is to always show up authentically and live at the heart of creative communities around the world. In Australia, this meant connecting with the uniquely scrappy, diverse and unapologetic creative community found here. We did this by, for the first time, putting Australian creators in our campaign and representing their diverse hometowns in our placements.

Describe the creative idea

We used found footage of creators, working on their Mac, adjacent to the work they created, to celebrate creativity coming from suburbs all over the country. Each artist chose to represent a particular part of the country, proving that wherever there is a Mac, there is creativity.

Describe the strategy

To truly represent the creative spirit at the heart of Mac in Australia we needed to make the campaign feel hyper local - not a global piece of work that Australian creators felt out of touch with.  We needed to: Get: Australian creators, from the pros to the everyday That: Had lost the creative connection with Mac To: See Mac as the most powerful device for creative minds. By: Finding evidence that only Mac lives authentically at the heart of Australian creativity.  We then delivered this evidence at scale: 1. Inspire at scale: create awareness at the national level 2. Be where creativity is: show up in areas where creativity is thriving, and showcase the amazing talent from those areas 3. Incite Action: create a shift in the interest and purchase of Mac.

Describe the execution

The global Mac platform ‘Behind The Mac’ relies on evidence - found images and footage - of Mac use. We found proof of Australian creators using Mac before reaching out to ask them to be in our campaign. These found images were used to celebrate work that was made here on Australian soil, by Australian creators, behind the Mac, in the first ever Australian Mac campaign. The campaign, which ran from mid-July 2021 for 6 weeks, featured 25 Australian designers, musicians, writers, actors and film-makers across various executions and media placements. The 30sec TVC, set to a track by local artist Kwame, brought mass awareness, supported by a nationwide large format OOH buy. Hand-selected OOH sites allowed us to show up in areas where creativity thrives. Geo- and interest-targeted 6sec digital films helped us connect relevant messages with our audience. And we used social posts to further engage with Australians.

List the results

Our campaign exceeded all expectations. Whilst the campaign was driven by paid assets, the most powerful impact came from the artists themselves. The creators authentically shared their excitement and pride about being involved in the campaign across their own social channels, despite this not being an official or commissioned part of the campaign; powerful evidence of the authentic role Mac plays in their creativity.
Our film had 10x more views than any previous Mac campaign in Australia on our YouTube channel 1.1M+ followers reached via our talents’ socials 51K+ social reactions to our talents’ organic posts 1.5K+ social comments on our talents’ organic posts Over 21% campaign engagement rate