The Brief

Getty Stock is a leader in the world of stock images. However, even though Getty stock footage was widely used by production houses, it was still unknown to clients, creative agencies, Directors and new production houses. The client wanted to promote its stock footage offering to a wider audience and be known for having a wide variety of quality footage available.

Creative Execution

Usually, every 2/3 months, production houses send their fresh reels to ad agencies, clients, directors and other production houses to share their latest work. We requested them to send across their latest show-reels with Getty images watermark in the commercials at places where they had used Getty footage. Of course, this promotion was done with appropriate permissions from the clients. The creative device used (watermark) is very familiar within ad circles as well as clients. Needless to add, the device smoothly gelled in and yet made them stop to notice the innovation.

Describe the creative solution to the brief/objective.

Getty Stock wanted to be known to all the parties involved in the process of making a commercial. This included clients, ad agencies, creative professionals and production houses. And as most production houses send their monthly / quarterly show-reels to clients and several agencies, this was the ideal way to promote our product in a relevant yet subtle way. Also there was no better way than to demonstrate the product by showing good examples of where it was already used i.e. on show-reels of several production houses.

Results

Getty Images saw an increased interest in its stock footage after we did this direct mail activity with few production houses for few months. The website saw a 118% jump in search and registered a 46% increase in call-ins for specific stock footages.