CANON INSTAZOOM

Short List
TitleCANON INSTAZOOM
BrandCANON SINGAPORE.
Product / ServiceCANON POWERSHOT SX60 HS
CategoryC03. Use of Social Platforms
EntrantDENTSU SINGAPORE, SINGAPORE
Idea Creation DENTSU SINGAPORE, SINGAPORE
Media DENTSU SINGAPORE, SINGAPORE
PR DENTSU SINGAPORE, SINGAPORE
Production CALIBRE PICTURES Singapore, SINGAPORE
Production 2 MIRACLE FACTORY Singapore, SINGAPORE

Credits

Name Company Position
Ted Lim Dentsu Singapore Chief Creative Officer
Ng Heok Seong Dentsu Singapore Executive Creative Director
Jatinder Sandhu Dentsu Singapore Creative Director
Leah Mababangloob Dentsu Singapore Digital Art Director
Junqi Liao Dentsu Singapore Copywriter
Michelle Tan Dentsu Singapore Senior Producer
Martin Ong Dentsu Singapore Senior Account Manager
Ryohei Sakai Dentsu Singapore Senior Account Manager
Jolene Lim Dentsu Singapore Account Executive
Sally Sim Dentsu Singapore Creative Services Director

The Campaign

INSTAZOOM : Trial CANON POWERSHOT SX60 by hacking Instagram To reach our millenial target audience, we needed to innovate on a platform that is second nature to them. With 53% of all millenials active Instagram users, we chose to engage them there. By focusing on the one thing that Canon Powershot SX60 has over a mobile phone – a powerful zoom – and putting it on a platform that doesn’t have one, we created the first zoomable Instagram photo. Canon Instazoom is a new, innovative way to interact with Instagram - a disruptive, first of its kind product demo that any millenial can experience on their mobile phones. To make it fun for millenials to zoom in and explore the photo, we created 24 quirky scenarios within the photo and challenged people to spot them all for a chance to win a Canon Powershot SX60 camera.

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.

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 resonated 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.

To reach millenials who live and breathe social media, we created disruptive content on their social media platform of choice – Instagram. Our campaign makes the media – Instagram – a crucial part of our idea and execution. Using a feature specific to Instagram (tags) in an unconventional way, we created a first-of-its-kind product demo that allowed people to zoom into an Instagram photo, and experience the Canon Powershot SX60’s 65x zoom. By turning a media limitation into a creative opportunity, we developed a new way to interact on Instagram, and put a powerful zoom into the hands of people

Insights, Strategy and the Idea

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.

Links

Social Media URL