INSPIRING BRANDS SINCE 1974 by Y&R Tel Aviv for Getty Images

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INSPIRING BRANDS SINCE 1974

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Israel
Agency Y&R Tel Aviv
Executive Creative Director Tzur Golan
Account Supervisor Liraz Kolodro
Released April 2010

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: GETTYIMAGES
Product/Service: IMAGE RESOURCE
Agency: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV
Date of First Appearance: Apr 14 2010 12:00AM
Entrant Company: SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Entry URL: http://www.yri.co.il/e/2010/gettyimages/
Chief Creative Officer: Gideon Amichay (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director: Tzur Golan (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Interactive Director: Guy Poreh (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Creative Director: Guy Margalit (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Art Director: Tom Dolinger (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Copywriter: Maayan Dar (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Interactive Studio Manager: Lena Feldman (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Creative Director, Branding: Zeev Ravid (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Creative Director, Branding: Roee Davidson (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Below the Line Copywriter: Yael Tauber (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Executive Client Director: Adam Polachek (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Supervisor: Liraz Kolodro (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Account Manager: Maya Yagel (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Traffic: Nir Diamant (Shalmor Avnon Amichay / Y&R Interactive Tel Aviv)
Media placement: Internet - Email - 14 April 2010

Describe the brief/objective of the direct campaign.

Open a direct dialogue with the people who deal with the strongest brands in Israel. This was a follow up to the Getty Images Inspiring Brands Since 1974 campaign - a campaign that Leveraged Getty Images positioning and corporate identity as the inspiration for brands since 1974.

Explain why the creative execution was relevant to the product or service.
Most services offered by image banks are more or less the same, also in terms of pricing, so we needed to think of a corporate image idea that would position Getty as advertisers and advertising agency's partner. Acting on the insight that images are not only a product of thought, but also thought generators, and that Getty is a brand that is at least as big as those featured on the poster, we set out to prove: Getty is so much more than an image bank

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A personal mail to the top 100 brand executives in the country. We took the country's annual 100 Strongest Brands list (compiled by Israel's Brand Index) and collected all the e-mails of the people working on the brand: Advertisers (Marketing, Advertising and Sales VPs); Ad Agencies (Account Executives, Creative Directors, Agency Producers and Studio Directors). Each of them received a personalised e-mail from Getty Images that was tailored to the specific brand they were handling. The mail included their name and the image that inspired their brand. The mail signed off with a special offer from Getty Images.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
35% of recipients responded within 1 week of receiving the email. Most importantly, Getty Images began a direct conversation with its target audience.