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About

About

Award-winning direct mailer for Adobe
Published:
 
 
THE CHALLENGE
The task was to restrict software piracy among users of Adobe in the Middle East and generate a database of current and potential users through incentives.

THE CREATIVE
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. Elaborating on the perils, penalties and public embarrassment software piracy could lead them to, the mailer acted as a timely reminder to license their Adobe software before it was too late. The incentive was a chance to win an Apple i-book or Adobe Creative Suite if they faxed back answers to four simple questions. Not to mention free tickets to GITEX 2004 (the region's biggest IT exhibition) for the first 50 respondents.

THE RESULT
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, the mailer was received in good humour by the office segment. 

 
THE AWARDS
Finalist | Direct Lions | Cannes Lions 2005
Bronze | Direct Marketing | Campaign Middle East Awards 2005
Cristal | Mailing | MENA Cristal Awards 2006