The task was torestrict software piracy in the Middle East and generate a database ofcurrent and potential users through incentives.
A brown paper bag wassent to IT managers across the region - to hide their faces in - justin case they were caught using pirated software. Elaborating on theperils, penalties and the public embarrassment software piracy couldlead them to, the mailer acted as a timely reminder from Adobe tolicense their software before it was too late. The incentive was achance to win an Apple i-book or Adobe Creative Suite if they faxedback answers to four simple questions. Not to mention free tickets toGITEX 2004 (the region's biggest IT exhibition) for the first 50respondents.
The first 50 responseswere received within two days of the first drop and the campaign closedwith a response rate of 8.71 ( three times higher than what Adobe'searlier anti-piracy mailings had achieved).Besides generating rave reviews in the press, the mailer was received in good humor by the office segment.
Finalist | Direct Lions | Cannes Lions 2005
Bronze | Direct Marketing | Campaign Middle East Awards 2005Cristal | Mailing | MENA Cristal Awards 2006