Canon has launched the ‘Canon Instazoom’ for its Canon Powershot SX60 HS in a bid to target millennials active on social media. The campaign was conceptualised by Dentsu Singapore.
Using the lack of a zoom feature on Instagram, Canon utilised the app’s tagging function to create an interactive, zoomable picture which showcases the Powershot SX60 HS zoom capabilities which is its selling point.
Through 297 images and 330 unique captions linked together through tags and 33 accounts, the camera’s zoom features was placed in the hands of smartphone users which enabled them to spot 24 sceniarios within the photo for a chance to win the new camera.
The launch has reaped a social engagement and viral reach increase of 947% and 475% respectively with 1.3 million impressions in three days since its roll out on social media platforms in 1 April across Southeast Asia, coupled with a month-long online activation on Instagram on 15 April.
Check out a video of the campaign here: