A campaign that has not been seen elsewhere in the world was launched regarding the discovery about Apple Pencil Pro on Apple’s website in Japan. Curiously, Apple’s marketing doesn’t always work for everyone; Valid only for certain regions or markets.. This is the case of that weird campaign where they used puppets to get Android users to switch to iPhone. This is a unique campaign so It is very likely that it will never be seen again anywhere else or at any other time in history..

Puppets in Japanese culture; This is how Apple used it to attract new users in Japan

In ancient Japan, Bunraku puppet theater was one of the most important dramatic arts. Its history dates back to the early 1700s in Osaka. The puppets are said to be participants in ancient rituals that served as a conduit for “praying to the gods.”. There are many theaters in the Japanese country that tell countless stories and that’s why Apple realizes there could be a connection between iPhone, art and theater through puppets. The emotion a marketing campaign can create can be unique.

Most likely the campaign was interesting in terms of the overall marketing concept. However, by combining the cultural values ​​of a country with modern consumption culture, It was almost a perfect class, from Apple to other foreign brands that wanted to dominate in this field..

However, most of the evidence of this campaign can be found on the internet. Apple expands street advertising campaign with billboards and video ads. Furry Puppet Studio’s creative director stated that it was great to work with a team of professionals both in the United States and Tokyo, 9to5Mac reported.

“It was an extremely positive experience, partly because we had so much creative freedom. They liked our style and trusted our creative process. It’s one of the most fun campaigns I’ve ever worked on.” Zack Buchman is creative director.

Getting Galapagos mobile phones into Japan is another major challenge

According to the portfolio of a Japanese creative director named Yo Umada, the code name of this advertising campaign was Galapagos. It matches the “Garakei” nickname of the old mobile phone popular in Japan. From here The purpose of this campaign was to announce it to all users.Nearly 40 million users using folding devices to switch to iPhone.

The puppet as a symbol of culture in Japan and the iPhone as a new device

There was not a single user who was not interested and curious about the iPhone, but also felt that he was missing an opportunity for change.. The humorous approach of the campaign through puppets Get a 10% increase in sales from target demographic. Years later, the iPhone became the best-selling mobile device in Japan.

There were a total of 6 videos in his portfolio that you can see. The creative director has previously worked with Apple on other campaigns for the iPhone 5 and iPhone 4S with Siri, and has used the Mac to deliver campaigns for brands like Adobe.