2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

To get the point across to this particular audience we had to try and communicate the unknown pain and entrapment of using pirated software. So we re-packaged a mousetrap and demonstrated the unimaginable pain it would cause if you were caught using unlicensed software. This also brought out the long-term painful effects of using pirated software. As a special incentive, respondents who purchased genuine Adobe software before a certain date were offered a 15% discount.

Results

Out of the 3000 mailers sent to a select database, a whopping 17% responded. People with a creative bent really loved the form and idea behind the mailer.