When it came to promoting Creative Cloud to a creative audience, Adobe knew it had to be unique. It was important to increase their interaction with the creative community and build stronger relationships with key industry movers and shakers. Torpedo’s job was to create an event like no other.
The venue was selected – Fabric nightclub in London, a setting that carried that ‘cool’, informal and relaxed vibe. Speakers and jammers were chosen, starting with Gavin Campbell. A guest list was carefully compiled, to include cutting edge, respected creatives.
A core component to the event’s structure was the idea of a Creative Jam. This saw 12 individuals competing against each other, with two hours to come up with a conceptual piece of work. The jam provided a framework to construct the event around, and our job was to bring it to life.
Once the creative was approved, Torpedo produced communication materials to target the live audience including save the date eDMs, official invites and reminder eDMs. The online audience was targeted through social media posts, paid social, eDMs and a strategic partnership with Creative Bloq.
Designers at home were a big part of the audience with live streaming throughout the event a key requirement along with social interaction. We enjoyed the company of over 170 delegates on the night, far more than the original target. In addition, there were over 3,500 people watching online with over 60% of these engaged for over 30 minutes, an amazing statistic for an event of this scale.
"Torpedo understood the audience as brilliantly as they understand us. Their passion, hard work and skill resulted in an event incorporating in-person, online and offline channels which truly engaged the audience. The social engagement of this campaign was greater than other Adobe UK campaigns."