Intercept/Spycam
| O
B J E C T I V E ICM was anxious to win an assignment from Apple Computer. We were commissioned to do a combination of Spycam and intercept interviews among Apple users and PC users to understand where Apple stood at this critical point in its life. E X E C U T I O N A series of retailer and consumer video interviews in NY and Chicago were conducted to document Apple's perceived assets and liabilities. R E S U L T The video created for this project helped demonstrate the huge reservoir of good will that the Mac had among its users, the confusion of Apple vs. Mac, and the overall heath of the brand. The work helped win an assignment for ICM from Apple. |
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