It’s now or never! Start your own movement
Getty Images Germany DevCo GmbH
Issue 23 | May 2012
Agency
Red Urban GmbH
Creative Team
Managing Director/Creative Director: Andreas Klemp; Art Directors: Adrian Pavic, Malte Schleemilch; Copywriter: Uwe Schatz; Typo: Liu Sha
Production Team
Web/Multimedia Producers: Michael Moeiter, Falko Haenel, Christian Friebe
Other Credits
Account Director: Sabine Mayer
Date
October 2011
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.
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!
Our Thoughts
Allowing people access to Getty’s trove of footage is a good start. Then letting anyone add any message to these scenes is a terrific way of getting the word spread about. And the people most likely to create, send and receive are just the ones they were after.