The document summarizes an Adobe Poland marketing campaign called "I WANT CS5" which had the goals of gathering a database of professionals interested in the new Adobe CS5 software package and building pressure within companies to purchase the software. The campaign encouraged users to create micro-campaigns targeting their employers, such as personalized video postcards, in order to motivate their company to buy CS5 licenses. As incentives, individual participants were offered notebooks and companies were offered professional training. Over 7,000 video postcards were created and 60,000 potential clients visited the campaign website as a result.

1. Campaign realized for Adobe Poland„I WANT CS5”

2. Goal and strategy

3. Goalgather a database of people interested in new Adobe CS5 package - professional software for graphicians, video-editors, DTP-operators

4. Concept:„ I WANT CS5”Let`sinvitepeople to organizemicro-campaignsFor buyingnewAdobe CS 4 intheircompanies

5. Building pressureThrough data collectedwithin campaignThrough campaign

6. Situationin most of companies„I have no idaeabout CS5/ aboutit`sadvantages, I won`t tell my boss to buy new CS5”Userworking i company„I have no idea thatthereisnew CS5 software, I have no signals form my staffaboutit”Chief of department/company

7. Motivation to take part in campaignFor user: notebookFor company: proffesional trainingconcerning graphics design/creation

8. Realization

9. Exemplary ads

12. Dedicated website calling „Create Your own micro-campaign. Eg. video-postcard, convince boss to buy CS5 and win a notebook”

13. Wizard for creating own micro-campaign materials: ”Add your photo, write your name, choose software you want and send it to your boss!”

14. Users can create video-postcard with funny figures with their face,dancing and singing about buying Adobe CS5

15. Employees’ and boss’s faces could beinserted into the animation to make agreater viral impact within the target group – our micro-campaign have to work!

18. PR and ad support. Discussions on branchforums, information and invitations to thecampaign on vaiours services, blogs.

19. Results

20. Discussion initiated in 2.886 companies(over 7.000 video post-cards sent)60 000potential clients visited campaign website visited „I Want CS5” website

21. I WANT CS5Probably the best campaign for Adobe CS5in East Europe☺Think Kong, Polandhttp://www.thinkkong.plContact: nkilen@thinkkong.pl