|Product / Service||CANON POWERSHOT SX60 HS|
|Category||B03. Social for Mobile|
|Entrant||DENTSU 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|
|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|
To reach our millenial target audience, we innovated on Instagram, a platform that is native to mobile, and is second nature to them. We created the first zoomable Instagram photo. By focusing on the one thing that the Canon Powershot SX60 has over a mobile phone camera - a powerful zoom - and putting it on a platform that doesn't have a zoom, we changed the way people interact with Instagram. Canon Instazoom is an innovative, first of its kind product demo that any millenial can experience on their mobile device. To create a seamless zoom experience, we created 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 Canon Powershot SX60 HS camera.
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 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.
Pulse on the Selfie Generation From behavioural research, we knew millenials were open to innovative digital experiences on mobile, as they spend more than 24 hours a week on their phones. With 53% of millenials (aged 18-29) active Instagram users, and engagement rate 7 times higher than other social networks, Instagram was the ideal platform for us 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 powerful zoom right from their mobile phones.