BRIEF

The client wanted a printed piece with a twist - something a little different - to launch it's online purchasing guide. The idea here was to hit all of Getty's online customers with a Direct Mail shot to walk them through their new online purchasing procedure for digital imagery. It had to have a summery feel too as it went out in late Spring 2008.

SOLUTION

Our solution was to use some of their excellent summer imagery and had a concept of someone mowing their lawn on the back. Classic summer activity. The other idea here was that the flip side of the printed piece would also 'unroll' the grass, to reveal the steps of the purchasing guide - so it was also like laying out the turf out. So it could be 'mowed' on the other side...

RESULT

This piece went down well, as a little humour and inventiveness can go a long way to make direct mail have a little more impact. The result of this was a marked increase in the number of purchases through their online system.