Brand Extension | Getty Images

Raising the creative bar. Lowering the bottom line.

Gearing up for annual report season, Getty Images wanted to address the fact that sales for Rights Managed (RM) imagery in the annual report/financial report category had dipped 17% over the previous year. Getty sought to increase revenue via existing clients and by gaining new accounts.

Music was a new offering for them, and since there was a trend for companies to share annual report information online, an additional goal for this campaign was to cross-sell film, music and photo assignments services. Getty planned to offer a discount to those who hadn’t purchased RM in the past to help offset their client’s budget cuts, which were prevalent at that time because of the 2008 economic crisis.

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Concepts

For this project, we presented two concepts: “Make it work” and “Stimulate possibility,” with ideas for how the concepts could unfold, featuring compelling Getty Images visuals. Ultimately, the client chose “Stimulate Possibility,” but both ideas were well-received.

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Direct Mail

The direct mail component consisted of attention-grabbing oversized postcards that featured an arresting image, the offer and a link to the microsite.

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Website Design & Development

Microsite

The campaign’s concept was based on the Stimulus Act of 2008. This site was created in Flash, a previously dominant platform for multimedia content before HTML5. Please view the site on a computer, as Flash is not supported on mobile devices. Download Flash here

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"As the Regional Marketing Manager for Getty Images, I have used DoubleTake Design for years and am very happy with their unbelievable attention to quality, customer service and good value. Cathie, especially, will tell you things you don't always want to hear in order to make the final product the best as it can be. At the same time, though, she considers your original goals and objectives and answers them to perfection each and every time. I would strongly recommend their services to any corporate company, large or small."
Former Director of Marketing and Public Relations
Getty Images