Apple Switchers
Client Apple
Agency Amazon Brand Innovation Lab
Role Creative Director
The brief
Switching phones? Yuck. Getting customers to move from Android to iOS is the biggest challenge Apple face - for most people, staying put is easier and cheaper, even if it might not be the best choice. We had to break that inertia.
Amazon and 3P data showed us that that customers switch from Android to iOS due to three things: OS functionality (52%), data security (44%) and hardware quality (42%). So what’s stopping them? Familiarity, price and ease of migration are all big blockers to making the move (source: Gemini/Reddit).
Our concept was deceptively simple - combine the best of Apple with the best of Amazon to create a beautiful e-commerce experience fans of both brands would love.
To deliver this, we had to think differently. We pioneered a new way of working with the Apple design studio, forming one creative team across the two organisations. Together, we dived deep to understand what would be most impactful for Amazon customers - defining a benefits-first approach with the confidence to not mention the competition.
In addition, we created a new suite of interactive brand store components. These let customers explore all the benefits of the iPhone while giving them the reassurance they needed to overcome their doubts about switching. True to Amazon’s approach, we streamlined the purchase journey—featuring side-by-side product comparisons and a convenient pay-monthly option to make the process quick and seamless.
The result? A best-in-class discovery and shopping experience from two best-in-class brands.
The campaign is supported by a media plan defined in partnership with Apple’s media agency, OMD.
The response
My role
Proactively identified the business opportunity to unlock Apple as a Brand Innovation Lab client through a close partnership.
Created and sold in the business case to Amazon, Apple and OMD stakeholders.
Negotiated the partnership with Apple and OMD’s senior account and design stakeholders.
Developed the Apple x Amazon collaboration framework and SOP.
Led the team of interaction designers and technologists to deliver the first-of-its-kind experience that integrated Apple’s pixel-perfect design and Amazon’s customer-obsessed ecomm.
Voice of customer
"I'm surprised at how much we're able to re-create on Amazon. We've come back week after week with new versions, animations and custom features and the team have continued to deliver"
Brent Calverley, Apple Marketing Communication, EU CX Lead
"We always strive for continuity, so this is a big win for us! This is the first time we've truly mirrored our DTC experience with one of our channel partners"
Mariska Mackenzie-Heyboer, Apple Marketing Communication, Global Media Lead
