Dentsu Singapore creates the first zoomable Instagram photo for Canon Powershot SX60
In an effort to target millennials who are active users of social media Dentsu Singapore launched ‘Canon Instazoom’ for the Canon Powershot SX60 HS – a digital compact camera with the world’s leading 65x zoom lens.
Dentsu Singapore and Canon devised a solution that would get digital natives to discover the Powershot SX60 HS and its unique selling point – a compact body that packs a competitive zoom range. Innovatively using the lack of a zoom feature on popular photo-sharing platform Instagram, Canon utilised the app’s tagging function to create an interactive, zoomable picture to showcase the Powershot SX60 HS zoom capabilities.
With a total of 297 images and 330 unique captions linked together through tags and 33 accounts, Canon effectively placed the camera’s zoom features in the hands of smartphone users. Users had to spot 24 quirky scenarios within the photo for a chance to win the Canon Powershot SX60 HS.
The campaign was rolled out on its social media platforms on 1 April across Southeast Asia, along with a month-long online activation on Instagram on 15 April. The launch saw remarkable results – Canon’s social engagement and viral reach increased by 947% and 475% respectively, and attained 1.3 million impressions in three days.
Additionally, the campaign won the highly acclaimed Favourite Website Awards (FWA) Mobile of the Day Award – an industry recognised internet award program and inspirational portal, for Dentsu Singapore.
Credits:
Advertising Agency: Dentsu Singapore
Chief Creative Officer: Ted Lim
Executive Creative Director: Ng Heok Seong
Creative Director: Jatinder Sandhu
Digital Art Director: Leah Juaymah C Mababangloob
Copywriter: Junqi Liao
Photographer: Jimmy Fok
Senior Account Managers: Martin Ong, Ryohei Sakai
Account Executive: Jolene Lim
Senior Producer: Michelle Tan
Creative Services Director: Sally Sim
2 Comments
Nice…solid real work.
This is a really smart idea and is very entrepreneurial way to innovate the camera game for the future. Instagram is one of the most recognised social media applications in the world and is worth a lot of money. By being able to target this new audience it should increase the sales of Canon by quite a lot for individuals who use Instagram as a job and need to take high quality photos. Canon is known for making great DSLR cameras with really high light saturation and high megapixels as well as being very durable and at a great price point. This is a great idea and i further congratulate canon and Instagram on their work.
Good work,
Matt Smith
http://www.lightingstyle.com.au