Cannes Lions
WUNDERMAN, Madrid / ADOBE / 2004
Overview
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Description
Having a software tour inspection is likelier than it seems. It can simply happen. Like the lotto, you just have to play. And if you use illegal software you are already playing. This is what we wanted to let you know.That is why we sent a mailing offering tickets for a special lottery: the Adobe anti-piracy lottery. The tickets resembled those of the Spanish Lottery but they included an image of Adobe products. The message was clear: if you use illegal software, you are likely to win a prize: a fine up to € 216.000 or a 4-year-imprisonment sentence.
Outcome
The sales of software licenses increased around 20% during the campaign. The number of calls to the anti-piracy Call Center asking for information about how to legalize software increased around 30% in the 3 weeks following the mailing. Spain had one of the best results of European prevision during the campaign period.
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