Brand Experience and Activation > Retail Experience & Activation

TODAY AT APPLE

APPLE, Cupertino / APPLE / 2018

Awards:

Grand Prix Cannes Lions
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Case Film

Overview

Credits

Overview

CampaignDescription

The Apple Store has always been about more than selling products. Its purpose is to enrich the lives of each and every person who visits them. To help people go further with Apple technology and to strengthen the bond between the stores and the community, Apple created educational experiences designed around meaningful human interactions. Today at Apple is daily programming to help people take their creativity further. With sessions happening every day in every Apple Store around the world, people can come together to pursue the things they’re most passionate about like photography, music, and coding. All using the latest Apple products and technology. They learn by doing as they work hand-in-hand with Creative Pros (an entirely new Apple role) and renowned musicians and artists. The goal of Today at Apple is to encourage human connection, inspire learning, and unlock the creativity in us all.

Execution

Bringing Today at Apple to life was a massive undertaking that required the most significant redesign of the Apple Store since it was opened. Stores were reimagined as town squares with new public spaces called Forums featuring stunning 6K monitors. An entire curriculum was created from scratch for learners of all levels, with dozens of free sessions offered every day. To enable sign-ups for more than 65,000 sessions each week, a website and reservation system was built from the ground up.

Outcome

Since Today at Apple launched in May of 2017, more than 600,000 sessions have taken place and millions of people have participated. Renowned musicians, artists, designers, and community leaders have used the platform to share their work and inspire the next generation of creatives. Every day at every Apple Store around the world, customers are expanding their creative skills in Photo Walks, Sketch Walks, Studio Hours, Coding sessions, and so much more. And new programs are being added all the time.

Relevancy

The first Apple Store opened in May 2001 and changed the face of retail. Since that time it has helped introduce millions of people to the Apple brand and to products like the iPhone, iPad, and Apple Watch. In May 2017, Apple undertook the biggest redesign of the Apple Store ever, including new physical spaces and technologies. At the center of the effort was a program designed to deepen its connections to the community and provide amazing hands-on learning experiences for its customers. That program is called Today at Apple.

Strategy

With 501 locations around the world, the Apple Store has been called one of the most overlooked and underutilized advantages in all of technology. Today at Apple directly targets the more than 500 million people who visit the stores each year. Dozens of sessions led by Apple Creative Pros are offered every day, including Photo Walks, Sketch Walks, Kids Hour, Music Labs, and many more. Customers can also attend special programming and live performances by renowned musicians, artists, and creative leaders ranging from musicians like RZA, to illustrators like Seb Lester, to filmmakers like Michele Gondry.

Synopsis

Almost 500 million people visit the Apple Store every year. They come to see the latest products in person, buy a new iPhone or Mac, or get a little help at the Genius Bar. It’s a strong platform, but there was an opportunity to make those visits more meaningful. The brief was simple: How could the Apple Store do more to enrich the lives of the people in the neighborhoods they serve? The dream was to reimagine all 501 Apple Stores as vital hubs where the community could come together to connect, learn, and create.

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