Shortly after the launch iPad Mini, the Apple company started running an advertisement in some of the major newspapers and magazines in the US, and it turned out to be so good that was awarded with the Grand Pix award, one of the most prestigious in the media industry. To win, the advertising campaign of those from Apple Lossless Audio CODEC (ALAC), it beat similar campaigns run by those from Dove or Beijing Sports, companies that hired extremely good media agencies. The president who led the team that chose the winner of the award, stated that the idea of the advertising agency was brilliant and was perfectly adapted to the environment in which it was run.
"It has a kind of guerrilla feeling. It's a product that goes inside the media and says I'm going to kill you, [then] I'm going to save you. Let's embrace. It's redemption." Print is a magical medium, inside a frame. If an idea is there, it pops up. There's no home video, no music.
Tablet iPad Mini was seen as a product that was going to "kill" newspapers and magazines, and its promotion in this environment proved to be the reason on the basis of which the prize was awarded, but until now it has not proven to be that much strong.
