Creating high search without a keyword- Apple TVC case

We were talking about the TV Gorilla case in class, which reminds me a series of successful TV commercials from Apple.

Few years ago, Apple launched new products in the same time: iPod Nano, iPod Touch and MacBook Air. Instead of using the precious time to point our new functions of the new products, the commercials were simply displaying the products with catchy melodies. The music were played by unknown brands. But apparently Apple spent many time on picking the music. All of them are very pleasant songs.

After the commercials were aired, audience who saw the ads came to internet and search for the music. Since the bands are not that well known, audience are hard to search directly for the songs. Thus, the search words are mostly: "iPod nano commercial song", "iPod nano commercial".... From August to the end of the years, these words created high to 1 million search.

The result shows that using "non-keyword" ads bring you more search and more traffic than using particular keyword. If you are making ads for a well known brand (like Apple), it's better to put some other things that may pick up audience interest and build a buzz.

* iPod nano TVC- fiest-1,2,3,4