TUTORIAL MAGAZINE I DID IT! by Hakuhodo Tokyo for Adobe

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TUTORIAL MAGAZINE I DID IT!

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Director Hidetoshi Ouchi, Makoto Ando
Creative Director Hitoshi Futami
Art Director Jutaro Mochizuki, Norio Takashima
Copywriter Seichi Okura, Hiroshi Okamoto
Designer Takehiro Ohara, Ryutaro Hayashi
Producer Ken Matsuda, Tetsuro Toyama
Released May 2009

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: ADOBE SYSTEMS INCORPORATED
Product/Service: SOFTWARE
Agency: HAKUHODO I-STUDIO
Date of First Appearance: May 19 2009 12:00AM
Entrant Company: HAKUHODO I-STUDIO, Tokyo, JAPAN
Entry URL: http://award.i-studio.co.jp/2009_adobe/entry/
Creative Director: Hitoshi Futami (Hakuhodo)
Copywriter: Hiroshi Okamoto (Hakuhodo)
Copywriter: Seichi Okura (Hakuhodo)
Art Director: Norio Takashima (Hakuhodo)
Art Director: Jutaro Mochizuki (Hakuhodo i-studio)
Producer: Tetsuro Toyama (Hakuhodo)
Designer: Ryutaro Hayashi (Hakuhodo)
Producer: Ken Matsuda (Hakuhodo i-studio)
Director: Hidetoshi Ouchi (Hakuhodo i-studio)
Director: Makoto Ando (Hakuhodo i-studio)
Designer: Takehiro Ohara (Hakuhodo i-studio)
Programmer: Rie Okui (Hakuhodo i-studio)
HTML Coding: Naoki Ueno (Hakuhodo i-studio)
Account Executive: Takahiko Aoki (Hakuhodo)
Media placement: Photozou - Website: Http://photzou.jp/ - 29 May 2009
Media placement: Yahoo! JAPAN - Website: Http://www.yahoo.co.jp/ - 19 June 2009
Media placement: Mixi - Website: Http://mixi.jp/ - 19 June 2009
Media placement: Labaq - Website: Http://labaq.com/ - 3 July 2009
Media placement: GIGAZINE - Website: Http://gigazine.net/ - 23 October 2009

Describe the objective of the promotion.
Adobe CS4, the latest creative tool containing familiar softwares such as Photoshop and Illustrator and Flash. To increase sales promotion at the end of 2008, communication channels were made with people other than procreators allowing a broader target range. The WEB tutorial magazine "DEKIMAGA" was established to convey the fun in photoshop with the objective to obtain as many mail addresses (future touchpoints) as possible. The entire frame was structured to evoke the impulse of "if it's this easy, I'll give it a try!"

Describe how the promotion developed from concept to implementation
It is implemented through the below page contents. -Official If you become a member, you would be able to view the entire modification tutorial process and download pertaining images. -User A corner where in each edition, a single user posting topic is selected introducing transforming techniques. -Professional technique An official topic is chosen in each edition showing how the "professionals do the job", such as their techniques and expression. -Deki report Choose from the official or user topic of each edition to post your modifiedimages. -Adobe Tips A corner where information to challenge the creative software of adobe is slowly released.

Describe the success of the promotion with both client and consumer including some quantifiable results
As a result, we were able to obtain beyond our initial target mail address of 20,000 to a large 58,000. In addition, viral effects were seen with user postings reaching up to over 4000.

Explain why the method of promotion was most relevant to the product or service
Users were successfully lured through preparing various topics from functional to entertaining. The core target was shifted in Adobe from "procreators" to amateurs, which was structured to enable the experience of "I did it!".