Canon Instazoom
- Brand
- Canon
- Year
- 2016
- Objective
- Product launch
- Industry
- Tech
- Mechanic
- Puzzle
- Platform
- Web
- Agency
- Miracle Factory
- With
- Dentsu Singapore
Objective
Canon launched Instazoom to demonstrate the superior 65x zoom capabilities of its PowerShot SX60 HS camera to smartphone-obsessed millennials in Southeast Asia. The objective was to create an innovative experience that would showcase the camera's exceptional zoom functionality through an interactive challenge that highlighted why dedicated cameras outperform smartphones.
Solution
Canon and Dentsu Singapore created the first zoomable Instagram photo by leveraging Instagram's tagging feature. The interactive experience consisted of 33 linked Instagram accounts hosting 297 images and 330 captions that formed a single exploratory image. Users were challenged to discover all 24 hidden stories and quirky scenarios concealed within the photo by zooming in and navigating between tagged accounts. Winners who found all 24 stories received a Canon PowerShot SX60 HS camera as the prize.
Results
The campaign achieved 1.3 million impressions within 3 days, with a 947% increase in engagement and 475% increase in viral reach. The campaign received the Favourite Website Awards (FWA) Mobile of the Day Award.
