Adobe DM ADOBE RECORDS by Hakuhodo Tokyo

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Industry Software & Multimedia Productions, SaaS
Media Direct marketing
Market Japan
Agency Hakuhodo Tokyo
Creative Director Hitoshi Futami
Art Director Norio Takashima
Copywriter Seiichi Ookura, Hiroshi Okamoto
Producer Yoshibumi Hayashi, Tetsuro Toyama
Released March 2009

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Date of First Appearance: Mar 4 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Entry URL:
Creative Director: Hitoshi Futami (Hakuhodo)
Copywriter: Hiroshi Okamoto (Hakuhodo)
Copywriter: Seiichi Ookura (Hakuhodo)
Producer: Tetsuro Toyama (Hakuhodo)
Producer: Yoshibumi Hayashi (Hakuhodo)
Art Director: Norio Takashima (Hakuhodo)
Account Executive: Takahiko Aoki (Hakuhodo)
Account Executive: Akihiro Tago (Hakuhodo)
Interactive Producer: Teruaki Tomikawa (Hakuhodo I-Studio)
Interactive Director: Tatsuro Ooe (Hakuhodo I-Studio)
Movie Producer: Takeshi Kasuga (Pyramid Film)
Movie Director: Shiro Fukuo (Pyramid Film)
Music Producer: Kenji Onozawa (K.s.r.corp.)
Media placement: Banner Campaign - Micro AD - 4.May.2009

Describe the brief/objective of the direct campaign.
For Japanese content creators, Adobe products are a dull tool, equivalent to a pencil. Their work is non stop and they don’t have time to access the media. How do we make the target want to use Adobe Creative Suite 4?

Explain why the creative execution was relevant to the product or service.
Music is a primary aid for creators at their jobs, in order to fuel the spark of imagination and to improve working efficiency and comfort in the work space. In fact, a very large number of Adobe product users listen to music while working, and the number gets larger especially in end users.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Music is an important element to inspire and keep our target going while in front of their computers. So we launched a music label that distributes music that pumps you up while working, “Stimulating Work Music”. We created compilation albums containing music of top artists who our target admire and listen to while working. We sold them at HMV shops in Japan, including online sales. Attached to this CD was an invitation to a CD cover contest for the album, that had to be made with Adobe Creative Suite 4.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Adobe launching a music label generated huge promotional impact and recorded 130.000 hits. Over 50 magazines including music magazines wrote articles on Adobe Records. In addition to this, “Stimulating work music” gained much popularity and it boosted a cultural boom by capturing the hearts of art college and school students who admire top artists. Art colleges and schools even tagged it as a recommended assignment. It became a large topic to be spoken about by our target. Compared to the previous version; Creative Suite 3, search action on the web doubled and led to an increase in sales.