THE RANDOM CAMERA PROJECT

Credits & Description:

Category: Traffic & Brand Building
Advertiser: GETTY IMAGES
Product/Service: ONLINE IMAGE LIBRARY
Agency: OGILVY SINGAPORE
Date of First Appearance: Dec 13 2009 12:00AM
Entrant Company: OGILVY SINGAPORE , SINGAPORE
Entry URL: http://gimages-sea.com/random
Executive Creative Director: Robert Gaxiola / Peter Moss (Ogilvy & Mather Singapore)
Senior Copywriter: Ross Fowler (Ogilvy & Mather Singapore)
Head of Art: Elyn Wong (Ogilvy & Mather Singapore)
Account Director: Jacob Thomas (Ogilvy & Mather Singapore)
Account Director: Edna Zhang (Ogilvy & Mather Singapore)
Designer: Evonne Ng (Ogilvy & Mather Singapore)
Editor: James Salaya (Digipost)
Media placement: EDM - Series Throughout Project. - Email. - 13 December 2009 & Throughout.
Media placement: Camera Direct Mail Piece. - Direct. - 15 January 2010.
Media placement: Website Launched. - Online. - 18 February 2010.

Describe the brief/objective of the direct campaign.
Getty Images wanted to increase their contact database, interact with the target market over time and keep the brand top of mind. They also wanted to increase online traffic and registrations. The primary target audience were creative staff in advertising, media and marketing agencies - both existing and new customers. The strategy was to engage and involve the audience for longer - to change them from a passive target audience into active participants. We did this with something that excites them - an old-school disposable camera and an open brief.

Explain why the creative execution was relevant to the product or service.
The concept of a photography project instantly links with the Getty Images service. However, the method of promotion was very different to the usual corporate gifts given out by stock image representatives. Rather than a branded gift that would soon find its way into the bin, the project got the target market involved and excited. Not only were they involved with the brand over a longer period of time, by taking pictures that would end up on Getty Images, they were actually creating the product themselves. A disposable camera and an open brief - irresistible to the target audience.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In the days of flicking through stock image books, Getty Images enjoyed the role of providing random inspiration. We aimed to reclaim that role. The Random Camera Project put inspiration back into the hands of the target audience. Creatives took pictures of anything, cameras were returned and exchanged, everyone received the random set of prints of a stranger - their own random inspiration. All images were uploaded to the web. Our desired response rate was an optimistic 50% of cameras returned, to ensure the outcome of creatives all congregating at the website to browse a significant collection of random inspiration.

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.
Demand outweighed supply. The client received many enquiries as to where people could get cameras. The target market were coming to us. At the close of the project, people were enquiring when the next project would happen. Specific results in terms of our objectives: -70% of cameras were returned and exchanged. -Over 4000 images were uploaded. -The Getty Images contact database was doubled. -Website registrations up 10%. -Sales went up 45%.