Create a teaser campaign to get 500 members of the UK creative community excited about Adobe’s forthcoming launch of Creative Suite 3 – without revealing any information about the product until the launch event itself.

In addition, get 300 top UK creatives previously unknown to Adobe to attend the launch event – again without revealing any product details.

To reach the previously unknown audience, we first seeded an Adobe-branded film, ‘What is in The Box?’ on YouTube. This linked to our site, where visitors saw a list of those people and agencies going to an event where they’d find out what was in the box. To join this select ‘who’s who’, they’d have to register and attend too.Once registered, key visitors received a DM Box, containing an invite and CD-ROM that linked directly to a hidden invite validation area of the microsite where they could also nominate a peer to join them at the launch event – starting the whole process again.

This was the most successful launch in Adobe’s history, smashing all targets.Top line: Creatives who requested ‘The Box’: 5,906 (target 500)Invite RSVPs: 675 (target 350)Launch event attendance: 470 (target 300)Movie views on YouTube: 105,216, of which 10% proceeded to websiteUnique visits to website: 54,011 Breakdown by channel:TeaserEmail open rate: 39.9%‘The Box’ DM pieceResponse rate: 38%‘What is in the Box?’ movieViews on YouTube: 105,216, of which 10% proceeded to websitewhatisinthebox.co.ukCreatives who passed a box on to a peer through the site: 22%Peer acceptance rate: 49%Creatives who requested ‘The Box’: 5,906 (target 500)Referrals to the site: 38,934