Australian customers are holding onto their iPhones for longer, with 49% of the base at least three generations behind.

We needed to prompt iPhone upgrade by transforming a well-established platform into a locally relevant, year-round conversation.

Our brief was to show off the durability of iPhone 15 in a way that resonated with an Australian audience.

The durability of iPhone 15 is put to the test when a cyclist is set upon by a territorial magpie.

An office worker, running late, is riding a public e-bike in a futile attempt to make it to a meeting on time.

Maps is open on their phone, giving directions from the mount on the handlebars.

Suddenly, a magpie swoops in out of nowhere. Not once, but relentlessly.

Unable to see where the next attack is coming from, they take evasive measures and stack over the handlebars.

Their iPhone falls from the mount and bounces across the ground, the screen pummeled with debris before it lands hard in the dirt.

The officeworker picks up their iPhone, and is relieved to find it undamaged. The magpie swoops again.


Within the first week:

Reach

AU: 1/5 of population, 4.76M people during the AO Men's Final

US: 55M people during the NFL playoffs

Engagement

+52% higher engagement rate on TikTok than Global Relax spot 'Big Fish

The spot has received recognition in both local and global trade press:

Adage.com – The top 5 creative campaigns you need to know about right now

BestadsonTV.com – Top 6: January 31st 2024

Lbbonline.com – Work of the Week: 02/02/24

And it resonated with consumers:

Oz says:

“Uniquely Australian, but still has the global clients needs at its core. Simple and fun.” via Campaign Brief

SWOOPY says:

“This is great. Big congrats to the MAL team for producing something uniquely Australian. It’s fun.” via Campaign Brief

Harvey Zoltan

“Something everyone living in Australia can relate to, being assaulted at least once in their life by a magpie.” via MacRumors