In 2007, Getty Images found that imagery licensing by corporations and agencies representing the Medical and Pharmaceutical industries had decreased noticeably over the past year. Research showed that these groups needed lifestyle imagery that included diverse ethnic groups, generational families, people of color, couples, and active outdoor shots. Their researchers also noticed a trend towards using images that showed business people working and talking with doctors in white lab coats.
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All of these groups placed importance on branding the end client, and to keep their clients’ imagery distinctive, frequently would license imagery on an “exclusivity” basis, so their competitors were not using the same photos in their marketing. In order to drive business from this sector, Getty Images wanted to run a
targeted, integrated campaign that offered special pricing on Exclusivity imagery protection and Flexible License Packs, with options to suit all needs and budgets, and to convey that it had the industry’s premiere products and services to exceed customer’s campaign and branding needs.
We presented several concept options for this campaign, and the chosen idea played off the popular dating site, Match.com, as an unexpected way to show that Getty Images has the perfect match for any type of image this target market was searching for. Several targeted emails and two direct mail pieces, sent over a four-month period, drove people to a custom microsite, which highlighted the diversity of Getty’s people photos and allowed people to search for images. As a result, sales to this target market increased over 15% for the year.
