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.
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.