THE TANGLE
Software piracy wasn't taken as seriously in the Middle East as it should have been - especially by corporates and businesses. It was time to change that, but how? The brief was to dole out a Middle-Eastern adapt of Adobe's East-European anti-piracy mailer, but its soft-pedalled approach wasn't going to cut it. Roping in the suits for a relook at the brief, a dollar per mailer was all I could eke out for a fresh thought.
Software piracy wasn't taken as seriously in the Middle East as it should have been - especially by corporates and businesses. It was time to change that, but how? The brief was to dole out a Middle-Eastern adapt of Adobe's East-European anti-piracy mailer, but its soft-pedalled approach wasn't going to cut it. Roping in the suits for a relook at the brief, a dollar per mailer was all I could eke out for a fresh thought.
THE TACT
A brown paper bag was sent to IT managers across the region - to hide their faces in - just in case they were caught using pirated software. Hinting at the perils, penalties and public embarrassment non-compliance could invite, the mailer offered incentives to legitimize their Adobe software before it was too late. Answers to four simple questions got them a chance to win an Apple i-book or Adobe Creative Suite. Plus, free tickets to GITEX (the region's biggest IT exhibition) for the first 50 respondents.
THE HAUL
The first 50 responses were received within two days of the first drop and the campaign closed with a response rate of 8.71 (three times higher than what Adobe's earlier anti-piracy mailings had achieved). Besides generating rave reviews in the press and online, the mailer was received in good humour by the office segment.
THE WINS
Finalist | Cannes Lions
Bronze | Campaign Awards
Finalist | Cannes Lions
Bronze | Campaign Awards
Cristal | MENA Cristal Awards
