Last spring, just days before Adobe planned to announce its Creative Suite 5 (CS5) launch, Steve Jobs announced that Apple would ban applications developed in Adobe's Flash technology.
Adobe and Edelman quickly spotlighted the issue to help fuel customer outcry, while also executing the planned positioning of CS5 as vital to customers who need to innovate regardless of platform. An aggressive "We Love Choice" campaign highlighted Adobe's commitment to open markets and innovation. Apple reversed its ban by early September.
"I loved the David versus Goliath aspect and how the agency lever- aged it," said one judge. Another added: "The speed with which the team responded effectively was a huge reason this scored highly."
Strong online and offline engagement contributed to CS5 exceeding pre-order sales goals by 110% during launch week. Adobe's record Q3 revenue of $990 million (42% year-over- year growth) was also attributed largely to CS5 sales.
Media, reviewer, blogger, and analyst outreach and education was key. Tactics included sneak peek videos, an online launch event with live tweeting, and "The 12 Days of CS5," a treasure hunt conducted with partner Gowalla. Industry leaders also shared CS5 tips, tricks, and tutorials on Facebook and Twitter.
Sneak peek videos drew more than 1.8 million views. Facebook fans rose from 589,000 to 907,166. "Adobe CS5" became a global top 10 trending topic on Twitter immediately before the launch event, which generated 33,700 tweets (as many as 8,000 per minute). Additional results include 22 editors' choice awards from various outlets and broad coverage in outlets including CNBC, NPR, Forbes, Wired, and CNET.
"Diverse, thorough, and well-executed campaign with strong business results," said one judge.
Honorable Mention: GolinHarris and Texas Instruments: SMASH IT
For $30,000, this effort delivered the highest single campaign conversion in Texas Instruments' history - more than 32,000 sales conversions, datasheet downloads, and sample requests. Featuring an online video series showing tech devices being smashed to reveal Texas Instruments parts, the campaign illustrated the company's breadth in a compelling, humorous, and exciting way. Launched at an engineering trade show, the campaign also included extensive social media outreach, media relations, and internal comms tactics. "A very creative concept, brilliantly leveraged through social media," said one judge.
The Award Recognizes campaigns within a niche business sector or the business community at large.
Edelman and Adobe Systems: Creative Suite 5: Adobe Bites Back After Apple Clash
Edelman and GE Energy Services: Plugged in: GE Energy Services Sparks Smarter Energy Conversation
GolinHarris and Texas Instruments: SMASH IT
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