Family, humor, and a healthy dose of helpfulness drive Apple’s storytelling.
At Apple, the associates are knowledgeable, the attitude is fun, and the solutions are real. How do they tell that story while laying groundwork for a broader campaign theme?
Strum put the target audience at the center of the concept, opening with a meaningful solution to a member’s challenge. Kids overhear their parents, and imagine what it must be like at Apple. Great banking almost sounds like magic. Imagine that.
