Adobe Photoshop - 1-900-U-Update.com

 

Challenge:

Get Adobe Photoshop users to update to the latest software version—despite being regularly bombarded with similar requests.

Insight:

Updating software is an inopportune chore. People feel no excitement, urgency, or desire to update, because traditional messaging offers no stimulation. To get users to make a move, you have to seduce them.

Solution:

Make it sexy. We appealed to our audience’s love of eccentric behavior, sarcastic humor, and 90’s nostalgia, with a short-released video on Facebook and Twitter. Designed to be an impactful quickie of a campaign, we impassioned users to act fast and update. 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 update's newest features.

            Wanna hear a lil’ secret...? There’s a hot new version of Photoshop… Shhh… Update today. 💋☎  

 
 

Website

As no links to our site existed, users who manually typed in our www.1-900-U-Update.com url were rewarded for their curiosity with a humorous, dynamic website.

[Click image for website]

  Username: edelman   Password: edelman2016

  Username: edelman   Password: edelman2016

 

Social .GIFs

Facebook & Twitter posts demonstrating exciting new update features.

Tame even the wildest hair with Photoshop’s new Selection & Masking Space. 💇💋

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. 💕✒

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! 🐻🙊🔥

Unleash your desires… reveal it all with Content-Aware Crop in Photoshop. Rawr! 🐻🙊🔥

 

Press

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