Adobe Experience Cloud for Advertising - an adtech solution.
Created for the American Advertising Federation's National Student Advertising Competition.
Target: Adtech professionals. (B2B campaign)
Fact: The adtech world is constantly changing.
Problem: If people aren't ready for these changes, their company could be threatened.
Solution: Show how Adobe Experience Cloud for Advertising gets you ready for change,
making change an opportunity instead of a threat.
MANIFESTO
PRINT
"Letter from Change" is posted in the Wall Street Journal and the New York Times
to depict the dangerous side of change,
proving how it can be threatening to those who aren’t ready for it.
DIGITAL/EXPERIENTIAL
"Befriend Change" shows how change doesn't have to be a threat.
When you're friends with change, it can be a great opportunity.
DIGITAL
"Dual banner ads" highlight the choice you have to make: will you let change be a threat?
Or make it an opportunity to succeed?
Clickable dual banner ad.
How it works: each of the two buttons leads to a different landing page depending on which you selected.
PODCASTS
The adtech target is continually engaged with channels that expand their knowledge, like podcasts.
So, we seamlessly weave Adobe Experience Cloud for Advertising’s value propositions
into podcasts we know the target favors.
CONFERENCES
We have created interesting advertisements and giveaways for conferences our target attends.
Decor within conference.
"Transparent billboard" near conference advertises data transparency.
"Staircase to opportunity" outside of conference.
"Ready bags" are provided to conference-goers when they arrive at the hotel.
This puts Adobe Experience Cloud for Advertising at the forefront of their minds right away.
These include "Ready Juice" - a branded energy drink.
