Cannes Lions
RAPP COLLINS GERMANY, Hamburg / ADOBE / 2008
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JUDGES: use earphones and go to "view in Quicktime".Target Audience:German QuarkXPress users: creative professionals and designers.Objective:To promote Adobe InDesign software as the superior alternative to QuarkXPress and boost trial download rates.Solution: We targeted QuarkXPress users with a viral e-mail containing a QXP file. Upon opening the attachment, they were invited to use a preset shortcut that promised to solve all their Quark problems. Instead, it launched an ‘Easter egg’ with a difference: an alternative ‘delete’ command in the guise of a laser-gun toting alien! This alien destroys the QuarkXPress packaging and replaces it with that of Adobe InDesign – then directs recipients to www.planet-indesign.de to download the free trial version. From 500 addresses, 16,125 clicks were recorded on www.planet-indesign.de in three weeks. Downloads of the free InDesign trial version increased by a ‘trojanic’ 15.9%.
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