To push its Document Cloud, Adobe debuted an inventive, experiential television commercial during The PGA Tour’s AT&T Pebble Beach Pro-Am on the Golf Channel – the first ever native integration to use the green of a golf course.
The initiative saw the ‘PDF Like A Boss’ logo appear between tournament play.
Following the telecast showing the live leader board, the television camera then swung over to a shot of the 18th hole and showed the brand slogan while the broadcasters namedropped Adobe as one of the tournament’s sponsors.
The initiative was based on the insight that so much business is carried out on the golf course.
Indeed, Adobe vice-president of experience marketing Alex Amado explained that the integration is a blend of a B2B campaign targeting boardroom executives and a B2C campaign aiming to educate everyday office workers pushing Adobe Document Cloud products Acrobat DC and Adobe Sign.
“We’re targeting multiple levels of the potential buying audience, all the way down to office workers to boardroom executives, and we have different and hopefully relevant messages for different layers of those audiences,” said Amado.
“The PGA piece and the story that we’re telling on the green is definitely about the B2B executive or the B2B audience who are going to look at Acrobat and Adobe Sign as tools to help them make their business run faster in a more modern way.
“We also have aspects of this campaign that are really speaking to the individual knowledge worker and helping them get control of their documents and their approvals and processes that every day can slow people down,” Amado told The Drum.
Adobe Studio, the company’s in-house creative department worked with experiential and content agency Wavemaker on the experiential piece.
The lead creative agency 72andSunny came up with the core ‘PDF Like A Boss’ tagline, while Adobe’s inhouse studios worked on the mainstream 30-second spot and the other supporting campaign pieces seen across social channels and during other golf tournaments on NBC (which owns the Golf Channel).
Comment:
Striking and inventive – an interesting and notable approach to activating around a golf tournament.
Will we see more of this kind of commercial approach during sports telecasts?
Quite possibly yes!
Links:
Adobe
https://www.facebook.com/adobe
https://www.linkedin.com/company/adobe
https://www.instagram.com/adobe/
72andSunny
Wavemaker
PGA Tour
https://www.youtube.com/pgatour
https://www.facebook.com/pgatour
https://www.instagram.com/pgatour/
https://soundcloud.com/pgatour
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