An over-eager but under-educated CEO goes a little crazy when his company sees a spike in online orders. (Every home in America used to have a set of encyclopedias, but the Internet changed that forever.)

The spot appeals to the anxiety that many marketing professionals feel about the Internet and how you measure success in the digital marketing space. It asks the obvious and provocative question, "Do you know what your marketing is doing?"

Advertising Week. Filled with parties, dinners and networking for more than 20,000 marketing pros. What better place for the world’s largest marketing intervention?

We convinced the organisers of Advertising Week to show our brand video before each of their 70 seminars and events. As the lights dimmed on each session, we had a captive audience.

We knew they would recognise some part of themselves in the eager CEO. We also knew that the question “Do you know what your marketing is doing?” was one that they were asking themselves.

We didn’t stop with the Advertising Week sessions. We asked the same question that week in a full-page New York Times ad. We ran the PSA on CNBC and Bloomberg TV. We were on the ground, cornering marketing stars. And we put a humorous spin on the question in the Onion and on BuzzFeed.

* In the week of launch, our spot had more than 4 million views online.

* It was picked up in all the major industry trades (read by our target audience) and earned Ad of the Day honors from Adweek and Creativity.

* The spot garnered more than 660,000 social impressions.

* Most importantly, Adobe saw a 23% increase in aided awareness in the category.