All Year Round
The campus tour that made Adobe feel like it was built for them.
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Story
Adobe didn't struggle with brand recognition amongst sutdents. The barrier was perception - a sense that the software was complex, intimidating, and built for professionals rather than people still finding their creative voice. The brief was to close that gap not through advertising, but by putting Adobe's tools directly in students' hands and making the first experience genuinely enjoyable.
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Action
Two campus tours, one idea: give students something they actually wanted, personalised using Adobe Express on the spot. At our post-freshers tour, students designed their own tote bags - a campus staple that carried the brand straight back into daily life across 12 universities. Heading into exam season, we switched format and toured an iced coffee bar instead, serving 1 personalised cups across 5 locations as a well-timed revision pick-me-up.
Each activation was built around hands-on product use. Students designed their own items through Adobe Express, making the software the experience rather than a footnote to it. A nano-influencer campaign across Instagram and TikTok ran alongside both tours, driving footfall and extending reach to the students who couldn't make it in person. Retargeting then picked up where the activation left off, nudging attendees further along the path to Creative Cloud.
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