Getty Images DM MOVING IMAGES by Grey Mumbai

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MOVING IMAGES

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Industry Website
Media Direct marketing
Market India
Agency Grey Mumbai
Executive Creative Director Rohit Malkani, Karan Rawat
Creative Director Bhavesh Kosambia, Aarati Kakkad
Copywriter Arun Ganesh
Illustrator Vaibhav C. Shirke
Released February 2011

Credits & Description

Category: Flat Mailing
Advertiser: GETTY
Product/Service: ONLINE VIDEOS
Agency: GREY WORLDWIDE INDIA
Date of First Appearance: Feb 10 2011
Entrant Company: GREY WORLDWIDE INDIA, Mumbai, INDIA
National Creative Director: Amit Akali (Grey Worldwide)
National Creative Director: Malvika Mehra (Grey Worldwide)
Executive Creative Director: Karan Rawat (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Creative Director: Aarati Kakkad (Grey Worldwide)
Creative Director: Bhavesh Kosambia (Grey Worldwide)
Copywriter: Arun Ganesh (Grey Worldwide)
Art Supervisor: Mandar Acharekar (Grey Worldwide)
Illustrator: Vaibhav C. Shirke
Cinematographer: Arjun Chipalkatti
Scanimation Artist: Debabrata Bose
Media placement: Flat Mailer - Advertising Agencies - 10th February, 2011
Media placement: Flat Mailer - Production Houses - 16th February, 2011

Describe the brief/objective of the direct campaign.
Getty Images, one of India's most popular sites for still images wanted to popularise it's all new footage collection. The task at hand was to create a communication device that's as delightful as the footage that Getty has to offer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We sent a book with visuals on the left hand side and an abstract image on the right hand side. An acetate sheet with vertical black lines was sent along with the book. One had to place the acetate sheet on top of the abstract image and slowly move it to its right. The abstract image started moving.

Explain why the creative execution was relevant to the product or service.
If a picture can speak a thousand words, a moving picture can do better. With the same thought we devised a book that not only communicates the benefits of the service but also has a life beyond the activity. The book also contained clip numbers, which when keyed in to website, facilitated instant download of the corresponding clip.

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.
1,000 such books were printed and mailed to agencies across India. The footage section recorded 500 visits within the first week of sending the mailer.