2010 Winners & Shortlists

The Campaign

In an overcrowded stock image market, Photolibrary, one of the largest stock image libraries in the world, needed to do the unexpected to stay on top of the game. 'Get the Picture?' - a multimedia campaign was created to communicate to advertising creatives that whatever they have in mind there is an image to match on Photolibrary.

Success of the Campaign

'Get the Picture?' campaign unleashed quite a buzz within the advertising fraternity. With every new story, the buzz was back with people trying to figure out the possible plot. The lure of an Ipod also worked to drive people to the microsite to complete the story. The campaign resulted in an unprecedented surge in new registrations to the Photolibrary site with more than 500 new registrations during the campaign period alone. In an unusual and engaging manner, the TG were made to realise that when they are looking for stock images, there is no better place to look.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Using the power of storytelling, and clever use of image numbers at key points within the story, Photolibrary ‘Get the Picture’ campaign let advertising creatives free their imagination and think up wild and whacky possible plots. A variety of mediums were used to feed these stories to the audience, with a dedicated microsite revealing the real storyline with images from Photolibrary. The campaign intrigued people and allowed them to be imaginative. It also allowed us to communicate the message that whatever you have in mind, you can find an image to match on one of the largest stock image libraries in the world.