SHUTTERSTOCK OUTDOOR GALLERY
| Title | SHUTTERSTOCK OUTDOOR GALLERY |
| Brand | SHUTTERSTOCK.COM |
| Product/Service | IMAGE BANK |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
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TBWA\ISTANBUL, TURKEY
|
|
Advertising Agency
|
TBWA\ISTANBUL, TURKEY
|
Credits
| Ilkay Gurpinar |
TBWA/ISTANBUL |
Chief Creative Officer |
| Volkan Karakasoglu |
TBWA/ISTANBUL |
Executive Creative Director |
| Guney Soykan |
TBWA/ISTANBUL |
Creative Group Head/Art Director/Copywriter |
| Mustafa Nurdogdu |
212 PRODUCTION |
Photographer |
| Melis Inceer |
TBWA/ISTANBUL |
Account Manager |
| Ovunc Hitay |
TBWA/ISTANBUL |
Agency Producer/Media Arts Director |
| Serhat Poyraz |
TBWA/ISTANBUL |
Digital Head |
| Engin Varol |
TBWA/ISTANBUL |
Digital Project Manager |
| Melis Tahiroglu |
BLIPPAR |
Project Manager |
| Mikela Eskinazi |
BLIPPAR |
International Partner |
Results and Effectiveness
After we launched the campaign, 1231 people downloaded an image from the Outdoor Gallery via Blippar. The sales rate of other Istanbul images on Shutterstock.com increased 15% after the campaign. The case video of the campaign appeared on many advertising & creativity websites and blogs, which are mostly visited by our target audience.
Creative Execution
To highlight locality & architecture and to be close to our target audience locally textured buildings around the advertising agencies of Istanbul were chosen. The Shutterstock watermark was placed on the buildings with a special perspective technique to make the image look just like it is presented on the website. A sticker was placed on the floor to show people where they need to stand in order to see the images from the correct angle. The campaign also had a digital component. The viewers who liked the frame could scan it via Blippar. They were immediately directed to Shutterstock website and were able to download the image for free.
Insights, Strategy and the Idea
There are thousands of photos on stock image websites. However, Turkish creatives are having hard times finding local stock images. Shutterstock.com, one of the most popular image databases in Turkey, recently extended its Istanbul archive. The client wanted us to convey this message to its target audience who are mostly art directors and graphic designers from the creative industry.
We wanted to show our target audience that places they are passing by everyday are now on Shutterstock. That's why we created an outdoor gallery. Images on Shutterstock appear with a unique watermark. We chose images of locally textured buildings close to the ad agencies of Istanbul and placed Shutterstock's iconic watermark on those buildings. Suddenly, many local buildings turned into Shutterstock photos and formed the outdoor gallery.