Adobe Photoshop – 1-900-U-Update.com
In the summer of 2016, the campaign below lived for approximately 15-hours before it was abruptly taken down by Adobe. Our client, the head creative of Adobe Photoshop, loved, stood by, and fought for the life of this campaign until the very end. However, shortly after its release, the corporate big wigs at Adobe Inc. got involved, and the CEO himself ordered this campaign be killed. Why? See for yourself…
Challenge:
Get Adobe Photoshop users to update to the latest (2016) software version, despite being regularly bombarded with similar update requests.
Solution:
Make it sexy. We appealed to our audience’s love of eccentric behavior, sarcastic humor, and 90’s nostalgia. Those who tested the authenticity of our 1-900-U-Update.com url found a custom site that both continued the joke and offered in-theme video demonstrations of the software update's newest features.
Wanna hear a lil’ secret...? There’s a hot new version of Photoshop… Shhh… Update today. 💋☎️
Website
To reward the curious, users who manually typed in our www.1-900-U-Update.com url were rewarded for their curiosity with a humorous, dynamic website.
Social .GIFs
Facebook & Twitter posts demonstrating exciting new update features.
Tame even the wildest hair with Photoshop’s new Selection & Masking Space. 💇💋
A cute lil’ font catch your eye? Update Photoshop and Match Font can introduce you. 💕✒
Unleash your desires… reveal it all with Content-Aware Crop in Photoshop. Rawr! 🐻🙊🔥
Press
Although very short-lived, this campaign did not go unnoticed.
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