Background
Getty Images was known for its large archive of images but very few people knew that it also had an extensive video archive with footage that spanned the decades. The challenge was to raise awareness of this among creatives, art buyers and producers.

Idea
The mailing communicated the message, “It’s now or never! Start your own movement!”.
Creatives were invited to start a movement by embedding their own personal messages into any of 12 different films at gettyimages.de/bewegung.

Casefilm_getty

Messages included:
Free beer for everyone!
Opium for the people!
I quit!
These were integrated frame by frame into the library footage, which was then uploaded to the creative’s Facebook page and/or emailed.
People began to use Getty footage to make lunch dates, set up meetings and make personal statements. There was even one marriage proposal.

Results
A total of 52% of recipients visited the microsite immediately after receiving the mailing. Since the campaign began, more than 10,000 movements have been started. On average, 100 new movements per day!

Editor’s Comment
This is proof, surely, that email is no longer an effective way of reaching professional people. You’d think that to get art directors to go online, Getty would have emailed them. But no, they have relied on good old snail mail to get their target audience to go to the website and start playing around with bits of old news footage.
Hilarious, to have your own personal message dropped in on the placards and posters of the original movie.
Down with mustard! That’s my movement started!

Client: Getty Images Germany DevCo GmbH
Product: Getty Images Video Archive
Title: It’s now or never! Start your own movement
Media: Microsite, Direct Mail
Country: Germany
Date: October 2011
Agency: Red Urban GmbH