The Campaign

INSTAZOOM : Trial CANON POWERSHOT SX60 by hacking Instagram To reach our millenial target audience, we innovated on a platform that is second nature to them. We made the Instagram a crucial part of the idea and execution, creating the first zoomable Instagram photo. By focusing on the one thing that the Canon Powershot SX60 has over a mobile camera - a powerful zoom - and putting it on a platform that doesn't have a zoom, we created an innovative, disruptive first of its kind product demo that any millenial can experience on their mobile device. To create a seamless zoom experience, we shot hundreds of photos and linked them together using Instagram's tagging feature. To make it fun for millenials to zoom in and explore the photo, we shot 24 quirky scenarios within the photo and challenged people to spot them all for a chance to win a CanonPowershotSX60.

Creative Execution

We created a total of 33 linked Instagram accounts, 24 hidden stories, 297 images and 330 captions to bring the experience to life on Instagram. We shot the Singapore skyline from a vantage point in Chinatown, as well as 24 stories or ‘zoomable experiences’ for people to discover when they explored different areas within the main image. Using Instagram’s tagging feature as a ‘zoom’ button, we created a seamless zoom experience by linking multiple photos together through tags. Every time a user taps on a tag or a tile, they zoomed in closer to that area. Even when there wasn’t a story, there was a fun takeaway in every Instagram tile within the Instazoom experience. The experience was first launched on Canon Asia's Instagram page, with

Launched on 1st April, Instazoom received 2.9 million impressions, a 19650% engagement rate, and a 475% increase in viral reach. The campaign generated more than 42,000 Instagram likes and a 422% increase in follower growth – a clear indication that Canon has successfully engaged and connected with a new generation of photographers. We also received thousands of positive comments from our millenial target audience on Instagram, praising it for being ‘an extremely creative concept’, a ‘brilliant campaign’, ‘lots of fun’, an ‘addictive game” and much more.

Challenge: Trial product among Non-believers Brand trackers indicate Canon was struggling to resonate with Asian youths, specifically those using smartphone cameras. We needed to resonate with them. Pulse on the Selfie Generation From behavioural research, we knew millenials were open to innovative experiences in the digital space. 53% of all millenials (aged 18-29) use Instagram. With engagement 7 times higher than Facebook and Twitter, Instagram was the ideal platform to create disruptive content. Turning a platform limitation into an innovative product trial! One of the biggest frustrations on Instagram for millenials? You cannot zoom into photos for a closer look. So what if we could make zooming possible on Instagram? What if we could demonstrate the power of the world’s strongest zoom on a platform that doesn’t support zooming? By turning a limitation into an innovation, we changed the way millenials interacted with Instagram while allowing them to experience the Canon Powershot SX60’s zoom