MAGGIE BERGMAN
ADOBE EXPERIENCE CLOUD FOR ADVERTISING
(AdoBE READY)
AAF National Student Advertising Competition | B2B Campaign
Copywriters: Amy Schwartz, Lucy Benson | Art Directors: Corinne Baker, Livia Jones, Sophia Jactel
Challenge: Adobe Experience Cloud for Advertising is an end to end ad tech provider that wants to be seen as a necessary piece of any companies Ad tech stack, next to Google, Amazon and Facebook.
Solution: Show businesses the importance of Adobe Experience cloud for Advertising, not only as a top level ad stack, but your best partner for change.
MANIFESTO
What does it mean to be ready for change? This introduction to the importance of Ad tech and its providers gives businesses a look at what really matters in a partner.
This campaign will kick off with a full-page "letter from change," posted in the New York Times and Wall Street Journal, warning everyone that change is coming, and they have to be ready.
DIGITAL/EXPERIENTIAL: "BEFRIEND CHANGE"
Spending a total of $0, we will personify change, connecting with people and businesses in the industry to show them how looming change doesn't have to be a threat. Once connected, featured content will show how to make change an opportunity, and how Adobe Experience Cloud for Advertising can help.
CONFERENCE TAKEOVER
Through various different Adtech Conferences, we will utilize tactics to make a splash at both the actual conference and in the surrounding areas, with the goal of helping people be ready for change.
These takeovers will include in-conference speaker events and giveaways, as well as surprising outdoor executions in the surrounding area.
PODCAST ADS
Scripts will be strategically developed and placed in podcasts with direct reach to our target audience. Each ad will be tailored to a specific portion of the target audience, ensuring that the content is both relevant and timely.