CHALLENGE
Adobe introduced a new product InDesign directly competing with QuarkXpress — 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?
SOLUTION
We went to the source and targeted top influencers: the Executive Creative Directors of major agencies in the country.
RESULTS
15% response. InDesign displaced almost completely QuarkXpress and is now the established industry standard for multipage graphics application. We also won major awards for this campaign.
