Traditionally, the Middle East has been rampant with software piracy, which unfortunately, is not even viewed as a crime. Rather it is viewed as a way of managing costs.Clearly, there were two challenges on hand: to get unlicensed Adobe users to pay for software that they have been using free, by converting them into licensed users; and to generate a database of current and potential users by offering them an incentive.

The concept of saving face is quite prevalent in the region. Therefore a brown paper bag was sent to all the illegal users of Adobe. This could be used to hide their faces and avoid the public embarrassment they were likely to face as a consequence of using pirated software. The prospects were offered a chance to win either an Apple i-book or Adobe Creative Suite if they responded to the mailing and answered four simple questions. The urgency was further highlighted by offering the first 50 respondents tickets to GITEX 2004 – the region's largest IT exhibition.

The first 50 recipients responded to the mailing within two days of the first drop, and the campaign closed with a response rate of 8.71%, which is 3 times higher than what Adobe had experienced with similar mailings in the past.

The mailer earned rave reviews from marketing publications and created great media hype, resulting in coverage in leading dailies of the region. It was received by the office segment in quite good humour. In fact, we heard of some recipients actually walking about their offices wearing their paper bags.