Canon knows that the smartphone is it’s biggest competitor in the camera market. In an effort to target active users of social media, Canon tapped Dentsu Singapore to launch the ‘Canon Instazoom’ for the Canon Powershot SX60 HS – a digital compact camera with the world’s leading 65x zoom lens.
By using the lack of a zoom feature on popular photo-sharing platform Instagram, Canon made use of 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.
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 Manager: Martin Ong, Ryohei Sakai
Account Executive: Jolene Lim
Senior Producer: Michelle Tan
Creative Services Director: Sally Sim
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