Although Apple has been generating a lot of buzz by introducing its iPhone 5, iPad mini and iPad 4, these products seem to be less of a legend now than their precursors in their good old days. Even the Apple zealots around me could cavil a little bit and find something wrong about them.
I have to admit that I’ve never been an Apple fan. The three Apple products I’ve owned are iPod classic, MacBook Air and an iPhone. And that’s it. Always trying to avoid becoming a fan of something popular to the majority, I am kind of a weirdo. But this weirdo, on the other hand, could be calm and pay attention to other things. For instance, when I take my attention away from all the glorious victory Apple has ever achieved, I find a lot of other great campaigns and new ideas which might be another Apple in the future. Sorry I have to use “Apple” to indicate the greatness because Apple has truly been a legend whether it will continue its success or blow it anyways.
The new idea I just talked about is about Chromebook. First attracted by its “Chromebook: For Everyone” commercial, I started to look into the whole Chromebook campaign. The campaign has never succeeded in hitting the headlines of almost all the major media like Apple did, but I found it really refreshing and….it’s just so much potential there!
The “Chromebook: For Everyone” commercial could be viewed below and I think it’s totally worth every second watching it.
Isn’t this neat? Accompanied by the upbeat music, scenes after scenes appeared showing people in different scenarios with big colorful words superimposed. Without seeing Chromebook a lot, the audience could see how “everyone” could enjoy using Chromebook in a variety of situations, echoing “For Everyone”. The scenes of “real families”, “work at home”, and others are so hilarious and sweet, successfully delivering the idea of the ease and convenience Chromebook could bring to its users. I love this ad.
Then I wondered what its product intro would be like? Even though this “For Everyone” ad is so fun and cheerful, there must be a more informative one offering knowledge of the new-concept product. So I went to youtube and found this one.
It’s not super creative, but let’s just say, it blows my mind. What does “nothing but the web” mean when it concerns a laptop? A disaster, I guess. But in this video, Chromebook has demonstrated how “nothing but the web” could generate even more benefits than a PC or a Mac could bring us. It’s also got few viruses, because it’s not a PC; it has unlimited storage space and you will never lose anything on it, because it’s not a normal PC or an innovative Mac at all! Using simple and neat graphics and words, this Chromebook introduction is truly gripping and makes its audience think.
Isn’t this a genius idea digging into a big niche market? Or maybe this could start such a trend that it could subvert all the conventional PC or Mac using habits in the future and create a brand new using experience? Besides, I love the way this video shows constantly changing but easy-to-recognize graphics so that audiences’ will be attracted and pay attention the whole time. This way, the whole introduction is more like a conversation between the audience and the Chromebook, which makes me readily understand and feel very personal.
Back to Chromebook’s overall campaign, I find it also interesting that Google mentioned, of course, Chromebook on its official blog.
Written from a personal perspective, this blog is informative and provocative, except the “Starting today, the new Samsung Chromebook is available for pre-order online from Amazon, Best Buy, PC World and other retailers” part, which is somewhat too straightforward and lame.
But generally I like the idea of Chromebook and especially its concept of “For Everyone” and “nothing but the web”. It’s also great that even though there seems to be two taglines, they do not conflict and thus wane in significance; instead, they have emphasized the emotional side (it’s for you and me and everyone!) and the technological innovation side (nothing but the web, what a weird but exceptional idea!). Are you ready for the era of Chromebook and the Chrome OS system? A lot of us are not. But what about the future? Let’s just wait and see.