From a document reading utility
To an insight-driven workspace partner.
CHALLENGE:
Adobe has long been known for its creative and marketing tools like Photoshop, Illustrator, Premiere Pro and Creative Cloud. However, it’s document management software, Acrobat, was seen merely as a functional tool for reading pdfs. Adobe needed a compelling way for consumers to reevaluate the exciting new AI-driven features now available within the program they’d come to take for granted.
STRATEGY:
AI is now available in virtually every product, platform and vertical in the world. Its oversaturation in the current cultural moment makes it difficult to break through. Rather than a bombastic ad campaign with a high media spend, we took a markedly different “Trojan Horse” approach- releasing entertaining, gamified content directly within the platform itself. Leading to discovery and ultimately, adoption.
CREATIVE SOLUTION:
We built a series of AI-powered games hidden directly with Adobe Acrobat Studio. With a curated PDF Spaces platform, users could navigate challenges like “The Space Race”, a game centered around a disastrous space mission and a shuttle plummeting towards imminent destruction. By pouring through data-dense documents, flight logs and transmission correspondence, users could decipher a computer code and save the mission. All while demo-ing the new product features in order to find clues, insights and information unlocked using the power of Adobe’s new AI-powered workspace. The gamified initiative provided a creative solution built within an existing workflow, while showing users how the tool could be adopted and applied in daily tasks.
