Apple claims that Safari is faster, more private and secure than other browsers, and that is why it is inviting all users of its devices to use it as the default and preferred option. Specifically, it highlights the advantages of its product by establishing a forceful comparison with Google’s Chrome in its new “Switch to Safari” campaign.
The technology company has created an interactive website in which it argues that Safari is a browser “more powerful and private than Chrome” and in which he provides up to a dozen reasons why users should use their browser. Among them, the speed when loading frequently visited pages, a minor impact on battery consumption or the synchronization of navigation between devices.
To do this, it uses a series of dynamic graphs that, under a minimalist approach and Apple’s usual aesthetics, clearly and simply illustrate those areas in which the company claims to beat its rival, also accompanied by data. Thus, it defends that Safari offers up to 5 more hours of streaming video playback on Mac compared to Chrome; or that Chrome allows more third-party trackers to follow users around the web, collect their data, and sell it to advertisers.
The page also includes a table that highlights the advantages of Safari compared to the Google browser, and brings together information on the elements, both software and hardware, that make possible greater and better performance of Apple’s proposal. And if that’s not enough, he develops more arguments in an extensive FAQ section.
All of this is accompanied by two audiovisual pieces that the brand has shared on its YouTube channel to communicate the Distraction Control and Intelligent Tracking Prevention functions. The first allows users to hide any element on a page that bothers them with a single click; while the second is aimed at preventing companies dedicated to data collection from creating a profile of users based on their browsing activity.
Both pieces continue the company’s discourse on Safari and its comparative advertising approach that it already deployed a few months ago with “Clingers”, a campaign worked together with the agency TBWAMedia Arts Lab. In it it dramatized the situation of the online ecosystem by presenting data trackers as characters dressed in silver overalls who literally cling to people while they browse from phones that are not an iPhone.
But the pieces also align with Apple’s long history of using comparison and are reminiscent of the emblematic “Get a Mac” campaign, also designed by TBWA Media Arts Lab. That campaign, run between 2006 and 2009, featured actors Justin Long and John Hodgman playing, respectively, Mac and PC computers. It had a total of 66 different pieces in which both computer models were compared, highlighting the advantages of the hardware proposed by Apple.
