THE RIGHT RESOLUTION IS ON THE WEB by Red Urban for Getty Images

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THE RIGHT RESOLUTION IS ON THE WEB

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Germany
Agency Red Urban
Executive Creative Director Andreas Klemp
Art Director Marianne Bartl, Adrian Pavic
Copywriter Niklas Maier, Lena Felixberger
Released December 2009

Awards

Caples Awards 2010
Digital Campaign Microsite Silver

Credits & Description

Category: Direct Response Digital: Other Digital Platforms to Harness Direct Marketing
Advertiser: GETTY IMAGES
Product/Service: WEB & MOBILE SUITE
Agency: RED URBAN
Date of First Appearance: Dec 3 2009 12:00AM
Entrant Company: RED URBAN, Munich, GERMANY
Entry URL: http://www.gettyimages.de/webausloesung
Executive Creative Director: Andreas Klemp (Red Urban)
Art Director: Adrian Pavic (Red Urban)
Art Director: Marianne Bartl (Red Urban)
Copywriter: Lena Felixberger (Red Urban)
Copywriter: Niklas Maier (Red Urban)
Account: Sabine Mayer (Red Urban)
Account: Max Schubert (Red Urban)
Interactive Producer: Thomas Meyer (Red Urban)
Interactive Producer: Mark Althoff (Red Urban)
Interactive Producer: Christian Friebe (Red Urban)
Media placement: Mail Piece - Web Designer, AD's, Art Buyers - 03.12.2009
Describe the brief/objective of the direct campaign.
With Web&Mobile, Getty Images offers a new service to art directors and web designers: Pictures are now available in web-optimized formats and for noticeably reduced prices. Pixel-accurate formats for all standard digital applications. Our challenge: To make the offer well-known among creatives and art buyers – quickly and successfully.
Explain why the creative execution was relevant to the product or service.
To sleuth the suspect, the reader needs to go online, because: The right resolution is only on the web.Augmented reality makes an interactive, three-dimensional manhunt possible – with each image, the user approaches a piece of the offender and experiences a three-dimensional hunt for the villain. Picture by picture, he is lead through the scenes of the crime – and approaches the right resolution further and further. From the site of the murder, to the weapon, and to the murderer himself.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A mailing with a crime story: "Double murder in the Rue Morgue". Based loosely on Edgar Allan Poe. However – just when the story is most intriguing, the narration ends on a cliff-hanger. Who has committed the double murder? To sleuth the suspect, the reader needs to go online, because: The right resolution is only on the web.This holds true not only for our crime story, but also for the new offer of Web&Mobile. The interactive microsite gettyimages.de/webaufloesung plunges us straight into 19th century Paris. Two women were found gruesomely murdered in their apartment on the Rue Morgue.
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.
Case solved! In the first four weeks alone, almost 40% of the target group tracked down the suspect. The users were sleuthing with an average retention time of 12 minutes. And almost a quarter of them used the tell-a-friend function to implicate their friends and contacts in the crime! The double murder soon became talk of the town on the Social Web. Conclusion: After all, the right resolution is only on the web.