Case Study · Brand Campaign
Apple
Moving India's non-Apple users to consider iPhone
In India's metros most people carry a phone other than an iPhone, and switching to iPhone can feel complicated. Apple wanted people who had never owned an iPhone to reconsider using Apple Switchers Campaign.
Metros where iPhone was the exception, and a switch that felt hard.
Apple did not need awareness. It needed consideration among people in India's metros who had never owned an iPhone.
Across metropolitan India, most people carry a phone other than an iPhone, and for many of them iPhone sits outside the set of options they actively weigh. Switching carries friction too: moving photos, chats, apps and habits feels like work. Apple's task was to earn genuine consideration from these non-Apple users and to make moving across feel less like a risk and more like an easy, obvious step.
- A predominantly non-Apple audience across India's metropolitan markets
- Low iPhone consideration among people who had never owned one
- A perception that switching devices is complicated and risky
- A need to lift both consideration and the belief that switching is easy
The campaign, by the numbers.
One campaign, measured from reach through to shifted intent.
Consideration and ease-of-switching results are stated in percentage points. The 2.7% figure is the relative lift in consideration, not a separate result. Frequency is the campaign average across the reached audience.
The barrier to switching was rarely the phone. It was the belief that moving would be hard. So the work had to carry two things at once: what you get, and how easily you get there.
Growth desk
MarkAge360 · Apple Switchers
What made the switch story land.
Five disciplines turned a brand message into measured consideration.
Precision reach
The campaign spoke to relevant non-Apple users across India's metros, not a broad, undefined audience, so every impression went to someone the switch story could realistically move.
Completed-view storytelling
The creative was built to be watched to the end. Twenty-five million completed video views meant the full story of the Apple experience landed, not just an opening frame.
Frequency discipline
An average frequency of 6.4 kept the message present enough to shift a considered decision, without tipping into fatigue.
An action destination
Interest had somewhere to go. People moved from the story to Apple's Switch experience, the place that answers how moving actually works.
Lift measurement
Consideration, ease-of-switching perception and switch-related search behaviour were all measured, so brand movement was read as outcomes rather than impressions.
How we built consideration.
Define the audience worth moving
We concentrated on relevant non-Apple users across metropolitan India: people for whom switching to iPhone was a realistic, considered decision rather than a distant one. Focusing the audience this tightly meant the budget worked against genuine potential to switch.
Tell the Apple story through video
The campaign led with video storytelling of what the Apple experience offers, from the ecosystem to everyday ease of use. Built for completed views, the creative carried the full message rather than a passing glance.
Manage frequency, not just reach
Consideration shifts with repetition, but only up to a point. We held an average frequency of 6.4 across the reached audience: present enough to move a decision, and disciplined enough to avoid wear-out.
Make switching feel easy
Alongside what you get, the work addressed how you move. The message reduced the perceived friction of switching and pointed people to Apple's Switch experience for the practical answer.
Drive to the Switch experience
The Switch experience was the action layer. It turned brand attention into hands-on exploration of how moving to iPhone actually works.
Measure consideration and search
We tracked movement in iPhone consideration, in the belief that switching is easy, and in switch-related search behaviour, so the campaign was judged on shifted intent, not just delivery.
Consideration moved, and switching felt easier.
The campaign reached 18.3 million relevant non-Apple users across metropolitan India and delivered 116.7 million qualified impressions, holding an average frequency of 6.4. Twenty-five million completed video views meant the Apple story was watched through, not just glimpsed.
That attention moved the numbers that mattered. iPhone consideration rose by 1.2 percentage points, a 2.7% relative lift. The belief that switching is easy improved by 1.7 percentage points, and switch-related searches grew by 3.3%.
Intent turned into action too. People made their way to Apple's Switch experience to see for themselves how moving to iPhone works. Metropolitan India's non-Apple users did not just see the message. A measurable share reconsidered, and found the switch easier than they had expected.
Want a brand campaign that moves consideration, not just views?
If you need to shift how a category thinks, and prove that it moved, we build the creative, the reach and the measurement as one system. We would love to show you how this would work for your brand.
