Celebrating the Release: Apple's iPhone 17 Pro, in Collaboration with Telekom
On September 9th, Apple presented its latest addition to the iPhone family, the iPhone 17 Pro, in Cupertino. The campaign for this new device, set to launch on September 19th, is a collaborative effort between 180 Global in Los Angeles and long-time partner Adam & Eve in Berlin.
The campaign's message is clear and compelling: "Close to your loved ones. With 8x zoom." This theme is reflected in the campaign's centrepiece, a Hollywood-inspired scene from weddings, aptly titled "Speak now or forever hold your peace."
The campaign will run across all major TV channels and online platforms, with social media, print, out-of-home, and activations in Telekom stores. A "Save the Date" video, reminiscent of a wedding invitation, was released on September 10th to build anticipation.
Media planning is handled by Mindshare, with Media Digital at Emetriq, while social media activation is managed by TLGG. Below the line realization for the campaign is handled by 480 Hz from Bonn.
The production of the "Hero Spot" was overseen by American duo Terri Timely and Harold Einstein, with Carsten Rau and Hauke Wendler directing the spot. Park Pictures in Santa Monica is responsible for the production of the campaign.
The partnership between Deutsche Telekom and Apple dates back to 2007, when Telekom exclusively brought the first iPhone to Germany. Since then, Telekom has offered the latest Apple products combined with special tariffs.
Michael Falkensteiner, Head of Marketing Communication and Devices at Deutsche Telekom, spoke about the campaign, saying, "We aim to create a technological foundation for connections."
Pre-orders for the iPhone 17 Pro began on September 12th, with devices expected to be delivered on September 19th. However, high demand may cause delays.
The campaign is being run by Deutsche Telekom in Germany, marking another chapter in their successful partnership with Apple.
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