In an effort to target millennials who are active users of social media, Dentsu Singapore, part of Dentsu Aegis Network, has created ‘Canon Instazoom’ for the Canon Powershot SX60 HS – a digital compact camera.
Canon and Dentsu Singapore 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. 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 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 April 1, 2016 across Southeast Asia, along with a month-long online activation on Instagram on April 15, 2016. The launch saw positive results – Canon’s social engagement and viral reach increased by 947 per cent and 475 per cent respectively, and attained 1.3 million impressions in three days.
Additionally, the campaign won the Favourite Website Awards (FWA) Mobile of the Day Award – an industry recognised internet award program and inspirational portal, for Dentsu Singapore.