HEY ADOBE!
Unleash the CREATIVITY of students and educators around the world, because EVERYONE has the ability to create - Adobes mission for the educational market
COLLEGE MILLENNIALS
They love to pirate EVERYTHING
“There are approximately a BILLION pirates out there and the product Photoshop is the most pirated and downloaded application” - Starmedia Communication, 2011
16,990 DOWNLOADS of Photoshop at any given time - Starmedia Communications, 2011
“Piracy crowds out competitors and helps maintain Adobe’s tools as standards” - A study by the Social Science Research Council (credits software piracy as the key to Adobe’s earnings)
WHAT WE FOUND AMONG NON-CORE STUDENTS
» have pirated stuff off the internet » have used Adobe products » pirated their Adobe software n=110
WHY THEY DID IT “Didn’t have the money, needed the programs for my CV” - Business Major
“Free, easy, hassle free” - Finance Major
“Because it's expensive to buy, it's easy to download, and because [Adobe] are already rich” - Computer Science Major
LET’S USE THIS INFO TO FOCUS OUR TARGET A BIT
WHAT DID WE LEARN? » The majority of non-core students are creative and have already used Adobe products
» The majority of non-core students pirate stuff online » Non-core students aren`t likely to pay for Adobe products » In addition, the majority of core users and professionals we spoke to started out by pirating Adobe software
So where does this take us?
Big ideas start micro
LET´S SPREAD THE ADOBE LOVE » Confession accounts start crippled with 5Gb of cloud space » Get friends to confess and earn up to 10Gb of cloud space » Creates a desire to pay for the full 20Gb of cloud space » Creates brand ambassadors for Adobe
So what’s under the sheet?
CONFESSIONS BOTH
BACK_
_FRONT
Find them where they live
WHAT’S THE OUTCOME OF ALL THIS? » Attract tons of new non-core users for the Creative Cloud » Brand Adobe as even more modern and forward-thinking » Gain media impressions by the confessional-full » Opportunity to create new metrics for piracy
THANK YOU!
Anybody interesting in grabbing a couple burgers and hitting the cemetery? - Royal Tenunbaum