Titanium > Titanium and Integrated
ADOBE LAYER TENNIS
GOODBY SILVERSTEIN & PARTNERS, San Francisco / ADOBE / 2008
Awards:
Overview
Credits
Overview
CampaignDescription
To market Adobe Creative Suite 3 (CS3) to creative professionals, we had to advertise to an audience that really only listens to itself. So to get them talking, we created a new sport that tapped into two unmet desires we observed. First, creatives only show their finished work, never their mastery of the software that led to that work. Second, although they are competitive, they never have the chance to compete against each other head to head, live, in front of an audience. So we let them do just that with Adobe software as the playing field.
Implementation
Creatives have formed tight-knit online communities that they engage with daily. However, many of the most influential websites offer minimal, if any, advertising opportunities. We therefore had to energize these communities by inspiring them to cover Layer Tennis on their own. We partnered with an independent company with extensive connections in the creative community to produce Layer Tennis, and took a risk by promoting its existence exclusively through word of mouth. Layer Tennis appeared in thousands of postings on influential blogs and community sites, many more than we ever could have bought media from.
Relevancy
Layer Tennis scratched an itch creatives didn’t even know they had. More importantly, we got them to promote the sport for us, which was more effective than any produced ad would have been. 50,000 people were on hand to participate in the first match. Over half a million people watched over the whole season, making Layer Tennis a runaway success. Because of CS3, Adobe’s earnings were up 113% from 2006, and Adobe’s CFO stated that the upturn in performance was “…driven primarily by CS3….” Clearly, the risk paid off — both for Adobe and the creative community.
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