Visage Media Services DM WATER MARK by Taproot Mumbai

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WATER MARK

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Industry Photo Development, Business equipment & services
Media Direct marketing
Market India
Agency Taproot Mumbai
Executive Creative Director Agnello Dias
Copywriter Santosh Padhi
Released March 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: VISAGE MEDIA SERVICES
Product/Service: GETTY STOCK FOOTAGE
Agency: TAPROOT INDIA
Date of First Appearance: Mar 13 2011
Entrant Company: TAPROOT INDIA, Mumbai, INDIA
Chief Creative Officer: Santosh Padhi (Taproot)
Executive Creative Director: Agnello Dias (Taproot)
Chief Creative Officer: Santosh Padhi (Taproot)
Executive Creative Director: Agnello Dias (Taproot)
Art Director: Santosh Padhi (Taproot)
Copywriter: Santosh Padhi (Taproot)
Account Executive: Kaushal Dhokker (Taproot)
: Roopak Saluja (Bang Bang Films)
: Subrat Ray (Code Red Films)
: Abhinay Deo (RDP Films)
: Feroz Karmalawala (Karma Films)
Digital Designer: Pankaj Juvekar (Taproot)
Cinematographer: Loknath Panigrahi (Loknath Panigrahi Photography)
Media placement: direct mail - ad agencies, creative consultants, clients, directors and other production houses - Jan 2011

Describe the brief/objective of the direct campaign.
Getty Stock is a leader in the world of stock images. However, even though Getty stock footage was widely used by production houses, it was still unknown to clients, creative agencies, Directors and new production houses. The client wanted to promote its stock footage offering to a wider audience and be known for having a wide variety of quality footage available.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Usually, every 2/3 months, production houses send their fresh reels to ad agencies, clients, directors and other production houses to share their latest work. We requested them to send across their latest show-reels with Getty images watermark in the commercials at places where they had used Getty footage. Of course, this promotion was done with appropriate permissions from the clients.

The creative device used (watermark) is very familiar within ad circles as well as clients. Needless to add, the device smoothly gelled in and yet made them stop to notice the innovation.

Explain why the creative execution was relevant to the product or service.
Getty Stock wanted to be known to all the parties involved in the process of making a commercial. This included clients, ad agencies, creative professionals and production houses. And as most production houses send their monthly / quarterly show-reels to clients and several agencies, this was the ideal way to promote our product in a relevant yet subtle way.
Also there was no better way than to demonstrate the product by showing good examples of where it was already used i.e. on show-reels of several production houses.

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.
Getty Images saw an increased interest in its stock footage after we did this direct mail activity with few production houses for few months. The website saw a 118% jump in search and registered a 46% increase in call-ins for specific stock footages.