Ad Nut
Jun 1, 2016

Canon built a clever zoom lens using Instagram

From Singapore: 'Instazoom', for Canon by Dentsu Singapore

Ad Nut usually sticks to covering new ads, but is making an exception because Ad Nut: 

  • Meant to cover this when it first came out in April but never got around to it, and
  • Was pretty hard on Canon for a different campaign last year, and so feels it's right to spotlight this one, which was quite clever.

The agency says the gimmick included 297 images and 330 unique captions linked together through tags and 33 accounts. Users had to spot 24 quirky scenarios within the photo for a chance to win the camera. Although not sharing sales figures, the agency reports that social engagement and viral reach increased by 947 percent and 475 percent, respectively, and the campaign attained 1.3 million impressions in three days.

Ad Nut searched the images in vain for a "quirky scenario" involving a woodland creature, but supposes they weren't the target demo.


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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