APPLE CAFE
The Ask
Choose or create a Brand whose purpose to solve a consumer issue
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The Problem
People feel there is a lack of communciation when it comes to solving an technical issue with their Apple products. Long wait times with repairs
The Strategy
Closing the gap between the consumer and Apple.
My Role
Creative Brief, Research, Deck Narrative
Truth
Lack of communication within the Consumer and Brand.
Insight
Apple needs to build a better relationship with its potential and loyal consumers.
Opportunity
Use the opportunity of having a cafe to help with the long wait times and to build an even stronger relationship between the Brand and the Consumer.
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The Creative Idea
Apple Cafe will allow the company, Apple to have a more personal relationship and approach with their consumers and/or potential consumers. ​ The tertiary service business sector provides Apple with an opportunity to expand their offerings and become a member of the community. These offerings include coffee, various refreshments such as pasteries, workspaces with accessible Apple technology, conference rooms, repair services, and workshops featuring tips and tricks to improve familiarity with Apple devices. The cafes are ideally located within major city centers, college campuses, etc.
Creative Brief
Brand Statement: Provide and sell a variety of products and services such as smartphones, computers, wearable accessories, etc. Apple products are meant to empower people. “To bring the best personal computing products and support to students, educators, designers, scientists, engineers, business persons and consumers in over 140 countries around the world.”
Background and Objectives: Apple Cafe was created to bring more satisÿaction and loyalty towards our customers. This new concept will satisfy our current challenges within the company and help us connect with them on a deeper level.
Communication Channels: Social Media platÿorms Instagram, TikTok, Twitter, etc. Outdoor advertising Billboards, POS displays, mobile billboards
Key Challenges: Long wait times with repairs Lack of communication Technical issues after using it for a long time
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Brand Values: Accessibility, education, racial equality/ justice, privacy, and inclusivity
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Market Positioning: Apple forms an emotional connection with consumers and focuses on the quality to occupy a level of trust and confidence within consumer perception. The brand is often associated with wealthy innovators.