Deliverables: Product Launch, Direct Mail, Interactive Ad Campaign, Packaging
How a new product was introduced and succeeded against some serious odds.
Adobe introduced a new product, InDesign, directly competing with QuarkExpress — the standard in the advertising industry since the very advent of desktop publishing. How could all those Art Directors and Designers be persuaded to switch from something they’ve grown up with to something they didn’t know at all?
We went to the source and targeted top influencers: the Executive Creative Directors of major agencies in the country. All 250 of them.
15% response. InDesign displaced almost completely QuarkExpress and is now the established industry standard for multipage graphics application. We also won some serious awards for this campaign.