iSpot, Cortland and iDream are making the case that the source matters, joining forces in their first joint digital campaign: "This Is Where Apple's Source Beats." The activities undertaken are intended to build customer awareness of the benefits of trusting authorized Apple stores in Poland. The campaign, which begins on 20 August this year, was created by the creative production house Cam-L Studio.

What do APR customers gain?

Professional advice, properly trained staff, a wide selection of accessories, technical support at every stage of using the equipment, device training sessions, authorized service, offers for education and business, and attractive prices are the benefits that are an inseparable part of buying equipment at authorized Apple retail stores. In Poland, the Apple Premium Reseller sector consists of three strong brands: iSpot, Cortland and iDream. For the first time, they are appearing in a joint digital campaign designed to show customers the broad range and many advantages of the offer from Apple's premium resellers in Poland.

- This is the first campaign of this scale in the history of our communications activities involving three companies that compete with one another. We are convinced that the strength flowing from this integration will cement the market position of stores marked with the Apple Premium Reseller logo – the brand representatives state unanimously.

The "This Is Where Apple's Source Beats" campaign references the struggles of product owners who buy equipment somewhere other than an APR. The creative production house Cam-L Studio is responsible for the strategy and execution of the digital campaign for Apple Premium Reseller. The company has been operating on the market for just under 10 years and has completed projects for several hundred brands, both local and international, as well as advertising agencies.

The spot and campaign channels

The spot created as part of the campaign proves that a broken computer, a cracked phone screen or difficulties starting a device do not have to be a problem if the customer makes a purchase at an authorized iSpot, Cortland or iDream store. In the spot, we invite viewers into the world of Apple Premium Reseller, where we humorously tell the story of the struggles experienced by users of all kinds of electronics. – explains Jakub Nguyen Duc, Creative Producer, Cam-L Studio.

Apple Premium Reseller "Tu bije źródło Apple" from Cam-L Studio on Vimeo.

The multichannel campaign will be carried out in digital. In addition to the spot, a landing page has been planned at www.tubijezrodloapple.pl as well as activities on Facebook.com, YouTube and Instagram. The first wave of the "This Is Where Apple's Source Beats" campaign launches on 20 August this year. The activities are planned to run until the end of 2020.

Apple Premium Reseller campaign: what do customers gain?

The Q&A Communications agency is responsible for the campaign's PR handling.

Terms from the article

PR — Public Relations. Activities that build an organization's reputation and relationships with its environment: media, customers, employees, partners and communities. PR includes announcements, media relations, crisis management, events and brand narrative.

Why it matters: It builds what no advertisement can buy: credibility in someone else's voice. Editorial coverage and a well-managed crisis weigh more than a campaign — because it is a third party speaking, not the brand about itself.

When it is used: Continuously: media relations, announcements, interviews, events; especially in a crisis and during changes at the company.

What happens if it is omitted: Without media relationships, a company speaks only through paid channels, and in a crisis it is left without spokespeople and without trust.

Summary

Three competing Apple resellers — iSpot, Cortland and iDream — are running a joint digital campaign, "This Is Where Apple's Source Beats," for the first time. It launches on 20 August and will run until the end of 2020. It is meant to show the advantages of shopping at authorized stores: professional advice, service and support. Cam-L Studio is responsible for the creative work, and Q&A Communications for PR.

A fun fact: the campaign was born from the conviction that integrating three market rivals will cement the position of the entire APR channel in Poland.