In launching the iPad mini, the point we had to make was simple: that the iPad mini was every bit as powerful and capable as the original iPad -- just smaller.

So we built a campaign of minimalist spots that showed the two iPads playfully interacting side-by-side, and engaging in the exact same things. A piano duet. A conversation had through book titles. Photos that complete a story together. In the end, helping viewers see that the new iPad mini was every inch an iPad.

Back covers were the perfect introduction for iPad mini – as captivated readers held the ad, they found themselves actually holding a life-sized iPad mini. We identified magazines with passionate readers, made it culturally relevant and used the ad to show that you can read all your favorite magazines on your iPad mini. The experience on the mini is just as beautiful and wonderful as on your iPad. This was a media first, to be using the current front cover within any ad.

The process for each insertion was unique – in some cases we began working with magazine partners months ahead of time and finished just minutes before the issue was actually printed. No two ads were the same - each required massive amounts of communication to secure licensing & ensure flawless execution. Each insertion was truly its own mini-campaign.

Globally we ran 124 insertions in 83 magazines and generated 261,502,821 impressions.

Up to 86% of people who viewed the magazine were positively disposed to the iPad mini (indicated that the product/service was “my favorite brand", “one of several brands I like,” or “don’t use but it’s worth trying.”)

This wasn’t just a success among readers, but it was also a success among the media community. Publishers across the world begged to be a part of the campaign once the ads debuted in the US. More than 20 partners even modified their entire iPad apps in order to make this campaign work.

This print campaign was a contributing factor to a successful iPad mini launch.