Story

O-Week is the one week students are genuinely open to discovering the tools that'll carry them through their degree. Adobe wanted to use that moment to activate Express and Acrobat for students at key Australian campuses - particularly given most students already had access through their course, they just didn't know it. The task was to turn that hidden access into first-time sign-ins, and first-time sign-ins into long-term adoption.

Action

The mechanic was Your Perfect Match(a): a premium matcha bar where students could choose a drink flavour based on their study personality - organised, creative or last-minute - then redeem it by activating their Adobe account on the spot.

While their drinks were being made, brand ambassadors walked each student through real ways Adobe Express and Acrobat could be useful in their specific field of study, rather than delivering a generic product pitch.

We took the activation across seven campuses - Curtin, Macquarie, RMIT, Western Sydney, La Trobe, Swinburne and Adelaide - with a nationally recruited BA team trained to answer genuine academic questions on the spot. Flag-runners, styled as Match(a)makers, built curiosity across campus before students even reached the stand, while a take-home postcard kept the product conversation going beyond the activation.