Say what you like about Apple, it perseveres. Apple Pay may have taken a while to take off but it’s now well and truly part of the fabric.
So what do you do? Take the old P&G route with a superior product: advertise the hell out of it (Apple’s ads from TBWA\Media Arts Lab tend to be rather better.)
There’s a big new campaign featuring TikTok influencers and the like (a sign of an alliance?) but the keys are good old 30-second ads. Simple, understandable and persuasive.
A British one.
And a US version.
It’s not that difficult.
MAA creative scale: 8.