The Campaign

There are many traditional branded entertainment advertisements/contents where the brand ties up with celebrities and animated characters. However, such content where public users can participate in an actual setting is still uncommon.

Results

In line with the release of Adobe Creative Cloud, we ran an event with the purpose of spreading the adobe philosophy to not only the professional users but also the wider public. We aimed to create a place for users to have a memorable experience and to embrace the concept, “anyone with an idea and the digital tools to give shape to the idea can experience the joy of creation and become a creative artist.” In order for this to not be a one-way message with just advertisements and events, we developed the digital attraction, “Font Me” and an event simple enough for anyone to participate in so that they can understand our philosophy from the inspirational first-hand experience. We aimed to create a deeper engagement between Adobe and users through the smiles and memorable experiences of those participating in this Adobe program.

In order to get the content to become a popular topic across the social media, we released a teaser site as well as a concept video. Simultaneously, We held a special flea market where more than 30 creative artists joined as vendors and sold their goods, which helped to build the event’s topical value amongst their fans to drive overall publicity.

We were able to provide a deep brand experience with the over 50,000 people who attended the event. We also successfully built the topical value on social media through over US$1.3 million worth of publicity in TV, magazine, and web media. (This also contributed to the sales of Adobe creative tools during this period.)