March 2016 - Sony Mobile France wanted to recruit followers and visibility on its new Instagram account @sonyxperiafr.
Sony's Xperia Z5 has the most powerful smartphone camera on the market, with a lens that can zoom up to five times. The brand wanted to make its mark on Instagram, the ultimate photo platform... But it's impossible to make a difference between a photo taken by an Xperia Z5 and a photo taken by any other smartphone on Instagram. How could we show Xperia Z5 camera superiority?
By creatively surpassing the technological limits of the platform, Sony Mobile France made the first-ever zoom on Instagram: The #InstazoomZ5, a playful experience that lets the Instagram community fully appreciate the Xperia Z5's quality photography.
We started with a photo taken with an Xperia Z5 in Paris, packed with magical details. We cuted it into hundreds of smaller shots, organised into five layers. Over 100 Instagram accounts were created, tied to one another by tags which let you zoom in on any part of the original photo to discover more than 50 hidden surprises!
The day before the launch, we sent Digital PR to 30 keys influencers. With an instagram sponsored post, Xperia proposed instagramers to zoom in this photo with a smart and creative use of tagged accounts and mosaic, allowing people to zoom 5 times on different parts of the initial photo.
From 4 to 18 April, Instagrammers took part in the competition to find a secret code by zooming in on the photo 5 times. The winners received tickets to the semi-finals of UEFA, of which Sony Mobile is an official partner.
The concept generated great feedbacks amongst heavy Instagram users and influencers.
Indeed, Sony Xperia proposed a feature that is impossible natively on Instagram, whereas long awaited by the instagramers community, with a smart and simple trick, assuring a great word of mouth and competitors envy.
The press, covered #InstazoomZ5 both in France and around the world. Creating an echo that resonated past Instagram into all major social networks, and enabling Sony to meet its goals for recruitment and visibility in its target market.
- 17M potential contacts : 28k people who engage in the operation; 384k people who see the operation; 16,5M people who ear about the operation.
- #InstazoomZ5 is the most engaging organic post on @SonyXperiaFR account : +700% Engagements; +50% followers.
- a global visibility on social media (FB, Twitter & Instagram = 415k contacts).
