See Through Others’ Lenses in "The Random Camera Project"

SINGAPORE, February 23, 2010 – Droplets of rain on the window. Someone laughing. A busy traffic junction. Inspiration can come from anywhere and with Getty Images’ The Random Camera Project, conceptualized by Ogilvy RedCard Singapore, inspiration can be had through someone else’ eyes. 

Getty Images, the world’s leading creator and distributor of visual and digital media content, has, in recent years, expanded its product offering, to provide audio and video footage for its customers in the creative and editorial arenas. With an objective of communicating Getty Images’ portfolio of products to its creative target audience, Getty Images’ brief to Ogilvy Redcard was to create a piece of direct mail that would highlight its wide product offering in a lively and interactive way. 

Ogilvy RedCard turned to Getty Images’ extensive imagery offering for inspiration and were able to create inspiring mood boards from the content found on their website. Putting together all the required elements – inspiration, images, user involvement, randomness – it was but a short jump to The Random Camera Project.

With 300 branded disposable cameras, Getty Images spread the word about the project and availability was on a first come, first served basis. Within two weeks, all the cameras were given out to the target audience of creative professionals in the media industry in three markets: Singapore, Thailand and Hong Kong.

The challenge to the target audience was to take pictures of anything and everything with the cameras before returning them to Getty Images. Getty Images then processed the photos and in return, sent them someone else’s set of pictures. At the same time, all images were uploaded onto a website http://gimages-sea.com/random for public sharing and viewing, which is now live.

Rupert Harrow, Senior Sales Director, Getty Images commented: “As Getty Images looks to continue to communicate and highlight its growing product offering and transition to a digital media company in Singapore, Thailand and Hong Kong, our brief asked Ogilvy Redcard to transmit that message in a fun and exuberant way. Ogilvy RedCard has an impressive track record of delivering engaging, creative, promotional work that delivers results and they created and executed a unique and highly creative idea that has caught the imagination of the creative community.”

Ross Fowler, Copywriter, Ogilvy RedCard added: “From the very start, our objective was to step away from the typical direct mail-like branded stress toys and USB sticks. We took a long look at the brand proposition of Getty Images, which centred around the theme of ‘inspiration’. Rather than create a forgettable object that had little use and would clutter the recipient’s desk, we decided to get them involved and inspired through an interactive project and as such, created the The Random Camera Project.”

To date, more than 220 cameras have been returned and processed.

About Getty Images
Getty Images is the world’s leading creator and distributor of still imagery, footage and multimedia products, as well as a recognized provider of other forms of premium digital content, including music.  Getty Images serves business customers in more than 100 countries and is the first place creative and media professionals turn to discover purchase and manage images and other digital content.  Its award-winning photographers and imagery help customers produce inspiring work which appears every day in the world’s most influential newspapers, magazines, advertising campaigns, films, television programs, books and Web sites.  Visit Getty Images at www.gettyimages.com to learn more about how the company is advancing the unique role of digital media in communications and business, and enabling creative ideas to come to life.

About Ogilvy RedCard
Ogilvy RedCard is a subsidiary of Ogilvy Singapore. RedCard brings brands to life by immersing in consumer insights, engaging through innovative media touch-points and conversing through influential creative ideas. It’s a seamless combination we call “Commonsense & Bravery™”. Key clients of RedCard include The Economist, Motorola, CIMB, Foster’s, WWF and Nike.

About Ogilvy & Mather Asia-Pacific
Ogilvy is considered to be the pre-eminent global Agency brand in Asia with 124 offices, operating across 29 cities with 6,800 employees. It is the largest and most creative agency network in the region, offering the full range of marketing communication disciplines including advertising, direct marketing, interactive media, media planning and buying, database management, telemarketing, directory services, public relations, sales promotion, graphic design, and related marketing disciplines.

For more information please contact:
Getty Images
Alison Crombie
Senior Director, Public Relations EMEA & Asia Pac
Tel: +44 (0) 207 424 8081
M: +44(0) 7785 287 348
Email: Alison.crombie@gettyimages.com

Ogilvy & Mather Singapore
Jane Fraser, Mobile: +65 9821 2914
Long Li Yann, Mobile +65 9856 5405

Contact: Jane Fraser
Date: February 23, 2010
Office: Singapore