In this case study, you continue in your role as a senior advertising consultant at Enhanced Analytics, Inc., a provider of marketing and consulting services, with headquarters in Austin, Texas. In this role, you lead a team whose goal is to devise strategy and offer advice to your consulting clients as they seek out advertising solutions. Your company was approached by the marketing department at Apple, Inc. A series of confidential discussions revealed that Apple is close to launching a brand new product called Apple Watch. Since your team had initial contact with Apple's marketing people, details about the product have been made public and there has been a lot of buzz about the exciting features of the upcoming product, its pricing, availability, and about whether it is a good move for Apple to enter a luxury market. While Apple has carefully and gradually released information about its watch product, the company wants to create a compelling story around the product, as it nears its launch date. The company wants a story around which it can build an advertising campaign to be timed with the watch's launch date. While the executives have a sense of what they want, they rely on you to come up with a proof of concept. In one of your meetings, a member of the Apple team played Google's Superbowl commercial, "Parisian Love" for your team, to convey a sense of the kind of emotional context the company wants to create around its new product. This is a great opportunity for your company to have a direct contribution in the introduction of Apple's newest product in quite some time. While you will not be responsible for creating the advertising campaign or any of the ads, you have been hired to help put together a story idea that Apple could ultimately use as material for its launch-related advertising.
To meet the needs of your client, complete the following:
1. Watch Google's Superbowl commercial, "Parisian Love" at https://www.youtube.com/watch? v=nnsSUqgkDwU
2. Read all the information about Apple Watch on the company's website
3. Create a story map or concept of 1-2 pages that would provide a compelling backdrop to the launch of the new product. There are very few constraints at this stage in the writing process. The key is to come up with a creative story, free of limitations, and yet one that matches the emotional identity of the product and the company that makes it. As always, your report should be ethical and responsible
4. Submit your story