Category A03. Augmented Mobile Experience
Entrant SPOTLIGHT PR Stockholm, SWEDEN
Idea Creation SPOTLIGHT PR Stockholm, SWEDEN
Idea Creation 2 ACCOMPLICE Stockholm, SWEDEN
Media Placement SPOTLIGHT PR Stockholm, SWEDEN
Production ACCOMPLICE Stockholm, SWEDEN
Name Company Position
Olle Dahlqvist SpotlightPR Creative Planner
Daniel Nord SpotlightPR Copywriter/PR Consultant
Tamara Samadi SpotlightPr Project Manager
Johan Wetterqvist SpotlightPR Account Director
Simon Zingerman SpotlightPR Art Director
Nicolas Hornwall Accomplice Project Manager
Olle Thunberg Accomplice Creative Lead
Olof Mogard Accomplice Designer
Pär Thunberg Accomplice Developer

The Campaign

The campaign Exhibition Stockholm, was the world's first photo competition in augmented reality that also used the power of Artificial intelligence. Using their mobile phone and a web application, participants could find and compete to take the best picture in secret locations in AR all around Stockholm. By the help of Artificial intelligence, we could also give feedback to the users what was the best way getting a top score.

Creative Execution

1. We started by performing a nationwide survey on the Swedes' photography habits. This aimed at creating a better understanding of the target group and its needs. 2. Idea creation and then we started with the development of the web application. 3. Placement of the application beacme clear from the start - Adobe did want a app. They wanted webapplication. 4. Prior to the launch of the photo contest, we collaborated with selected influencers. These were invited to shoot their best pictures on any of the selected photo spot. Journalists were invited to a press meeting where they were given the opportunity to try the competition. 5. Prior to and throughout the competition, the campaign was supported with sponsored posts in social media. 6. Media process During the competition period, we continued to draw attention to Adobe and Exhibition Stockholm by pitching news angles. 7. In the end, the campaign was finalized with an exhibition in Kungsträdgården in Stockholm, also in augmented reality, where the pictures with the most votes were displayed for viewers to watch through their mobile phones. Scale: the competiton was in swedish and limted to stockholm.

The campaign exceeded the set goals with very good margins. • Increased awareness for Adobe's photo editing tool Lightroom for mobile with 6% - 600% better than the prior set target. • Increased awareness of Adobe's photo editing tool Lightroom for mobile with 6% - 600% better than prior set target. • Increased brand awareness for Adobe with 15% - 300% better than prior set target • Increased sales of Adobe Photography Plan CC by 20% - 400% better than prior set target • Over 126,000 votes on images • Over 16,000,000+ reach in traditional media • Over 20,000,000+ impressions in traditional media • Over 2,000,000+ reach of social media

Insight: 9 out 10 Swedes use their mobile phones as camera, and wants to learn more about photo editing Adobe: Is world leaders in digital creativity, but have low awareness in the broader target group - that is mobile first. In order to reach out to a broader audience, Adobe launched a photo campaign, Exhibition Stockholm. With a playful user interface, we took advantage of the needs of the target audience - learning more about photography and photo editing on the mobile phone - while showing how they could use Adobe's "Lightroom for mobile" tool to develop in these areas. Approach: • Collaboration with influencers, who themselves participated in the photo competition • Reviews for journalists who were invited to participate in the photo competition • Ads in social media • Media processing, including press releases with facts about Swedes phone photography habits, based on a previously conducted survey