While in Singapore the awareness of the iPhone event remained somewhat low with very few planning to watch the release event live, globally marketers were pumped up for the event. The launch of Apple’s latest products got brands ranging from confectionary to finance to automotive all geared up to hijack the event.
Taking a jab at the brand were also its competitors. Here’s a look at what its competitors were up to:
https://twitter.com/htc/status/509415047727030273
https://twitter.com/HTC_UK/status/509396094942343168
https://twitter.com/nokia/status/509408675644334080
And a really sad attempt by Blackberry...(yawn):
https://twitter.com/BlackBerry/status/509340504514134017
Meanwhile, other brands also took the opportunity to have a little bit of fun with the new products.
https://twitter.com/Ford/status/509393413158862848
https://twitter.com/Ford/status/509402452383506432
https://twitter.com/Ford/status/509393112884862977
https://twitter.com/NissanUK/status/509444360786567168
https://twitter.com/KITKAT/status/509280108461301762
https://twitter.com/KITKAT/status/509464125999566848
https://twitter.com/Oreo/status/509401754602319873
Others just leveraged on the event to have a little bit of promotion on their products
https://twitter.com/adidas/status/502817527878418432
https://twitter.com/MasterCard/status/509457760287617025
https://twitter.com/MasterCard/status/509400414848954368
Meanwhile, according to data collected by YouGov and analysis done in partnership with Waggener Edstrom, most Singaporeans were planning on reading about the launch and the products later. Nonetheless social media was the primary driver of awareness about the iPhone 6 release, followed by WOM.
“Overall interest among Singaporeans of the iPhone 6 announcement event was lower than we expected, especially when compared to markets like China where awareness and consideration were much higher. We think these results show that Apple is facing strong competition both in Singapore and across the region as it fights for market share. It will be interesting to see how the iPhone fares against strong competitors like Samsung when the device hits the shelves in a few weeks time,”Zaheer Nooruddin, Waggener Edstrom, Regional StudioD APAC lead said.