The iPhone 6 can adapt to all the consumer’s needs because it has a variety of settings in order to suit their lifestyle. Apple makes the user experience easier for those who find it difficult to operate a smartphone in English because the iPhone 6 can be set to any of the 11 official South African languages. Every language represents a culture of a particular social group. I decided to use this fact to sell the iPhone 6 to people who are deeply rooted in their heritage and enjoy speaking their home language.

 

The campaign consists of 3 platforms namely posters, magazine adverts, and t-shirts. I decided to showcase Afrikaans, Zulu, and Xhosa because they are the languages that are spoken the most in South Africa. The languages are incorporated into the communication with the message “Speaks your language” in the language being advertised. The designs are of objects and practices that are associated with the specific culture group. The Apple logo is incorporated into the design to show that Apple can form part of that specific culture.