To show German QuarkXPress users how much fresher Adobe InDesign is than their current software - and boost trial download rates! In German "Quark" is also the name for "curd cheese", a popular dairy product sold in every German supermarket. Playing on this double meaning, they created a "mouldy Quark" mailing - sending targets a tub of Quark that was well past its expiry date. Under a layer of "mould", an appetizing recipe book showcased Adobe InDesign's superior freshness and offered recipients a free trial download. The number of trial downloads jumped by a whopping 16,6%.
Agency: Rapp Collins Hamburg, Germany.