Goals and objectives
Apple aimed to strengthen its cultural relevance and increase purchase consideration for the iPhone among two key emerging audiences: Mexicans and Hispanics in the United States. Research revealed that brand affinity with these groups—particularly Gen Z—had room for improvement. Recognizing the shared values and cultural expressions between these audiences, Apple saw an opportunity to connect with both through a single, unified campaign.
Leveraging the globally recognized “Shot on iPhone” platform, the objective was not only to embrace local culture but to reinvent the format in a way that could emotionally resonate across borders. Music, a universal cultural expression, became the central medium to bridge these communities and deliver Apple’s message authentically.
KPI's
¡Suerte! became a cross-cultural sensation, generating 79.4 million total views and catapulting the song “Intercambio Injusto” to viral status, helping Iván Cornejo’s album reach #1 on Billboard’s Top Latin chart. The campaign achieved 2.4 million hours of watch time, making it one of Apple’s top three most-watched YouTube videos in 2024.
Brand perception metrics saw a significant uplift: the number of people who agreed with the statement “Apple makes an effort to understand my culture/heritage” increased by 65% in Mexico and 89% among U.S. Hispanics (based on exposed vs. unexposed audiences). Purchase consideration for iPhone rose by 67% in Mexico and 121% among U.S. Hispanics, according to a bespoke YouGov survey. The campaign also sparked a wave of positive social media engagement, organic press coverage, user-generated content, and musical covers, underscoring its cultural impact.
Target audience
Geography: Mexico and Hispanic communities in the United States
Demographics: Gen Z, male and female, of Mexican and Hispanic heritage
Psychographics: Interests included entertainment, music, lifestyle, sports, film & TV, and gaming
Strategy
The rapid rise of Música Mexicana among Gen Z in both Mexico and the U.S. has become a powerful expression of cultural pride. While the genre has evolved musically through genre-blending and unexpected collaborations, its visual storytelling often remained rooted in outdated tropes—such as flashy parties and objectified female characters.
Apple’s strategy was to use the iPhone 15 Pro’s advanced camera capabilities to modernize the visual language of Música Mexicana. By breaking away from traditional narratives and showcasing a more creative, cinematic approach, the campaign aimed to reflect the innovation seen in the music itself. This approach not only aligned with Gen Z values but also positioned the iPhone 15 Pro as a professional-grade tool for storytelling, seamlessly merging cultural authenticity with technological innovation.
Creative idea
¡Suerte! is a 13-minute short film shot entirely on the iPhone 15 Pro. It follows the journey of a young Mexican-American musician who travels to Mexico in search of inspiration for his next song. Directed by the acclaimed Mexican-American duo Cliqua, the film blends surrealism and emotion, introducing characters inspired by the traditional Mexican game of lotería. These characters serve as symbolic guides, helping the protagonist reconnect with his heritage.
The narrative combines two pillars of Mexican identity—music and lotería—into a visually rich story filled with cultural Easter eggs. The cast features rising star Iván Cornejo alongside María Zardoya and Eden Muñoz, adding both star power and authenticity. The campaign was supported by behind-the-scenes content that showcased the iPhone’s cinematic capabilities, including Cinematic mode, Action mode, and 5x Zoom.
Channels
The integrated campaign was designed to meet Gen Z where they are, spanning multiple touchpoints including social media, digital platforms, in-store displays, out-of-home (OOH) media, and real-world activations. In a standout activation, Mexican cities were transformed into giant Lotería boards, creating immersive brand experiences.
The film was distributed on Apple TV and Vix, a popular Mexican streaming platform. A dedicated behind-the-scenes video further highlighted the iPhone 15 Pro’s camera features, offering a deeper understanding of its filmmaking capabilities.
Learnings
1. The power of fandom: When audiences are emotionally invested, they don’t just consume content—they amplify it. Fans of Iván Cornejo, María Zardoya, and Eden Muñoz drove exceptional engagement, elevating the campaign’s reach and impact.
2. Cultural elevation over appropriation: By authentically representing cultural elements, the campaign forged a deep emotional connection with both Mexican and U.S. Hispanic audiences. This respectful approach to storytelling resonated strongly and built brand affinity.
3. Demand for education: While the campaign successfully highlighted key iPhone features, social listening revealed a continued appetite for educational content. Audiences are eager to learn more about how to maximize their devices’ capabilities.
Surprising Insights
- Audiences were inspired to create their own artwork based on ¡Suerte!, including bracelets, posters, and video edits—demonstrating the campaign’s cultural resonance beyond the screen.
- Iván Cornejo’s first live performance in Mexico, held at Apple Antara, sold out within 24 hours, underscoring the campaign’s real-world impact.
- The emotional connection with Iván’s fanbase, known as “Cornejitoos,” led to repeated viewings of the film and a surge of social media activity, including comments, shares, and recreations of favorite scenes.