The Challenge

To help change the perception that the itunes and app store gift card is only for music.

Our Strategy

We wanted to understand public perception of the Apple Store gift card, so we ran an anonymous survey to get thousands of responses to better understand perception.


Through doing this, we saw areas of misunderstanding and where audiences weren’t aligned with Apple’s intentions. So we created emotive, relevant and meaningful original content, that easily explained to our target audience what you can do with the iTunes and App store gift card.

We then promoted the animated video and article content to the desired targeted demographics which resulted in a significant shift in perception.

The Results


18 - 25 year olds reached


App Store Visits


Pieces of Data Collected

“We we’re all really pleased with the campaign, how it was handled and the approach you took to tackle a sizeable challenge. We’d like to thank the team for their dedication and creativity and the results impressed our team and the guys at the app store team”

G.Resolia, Head of EMEA, App Store & iTunes Retail, Apple