Title	#INSTAZOOMZ5 THE FIRST ZOOM ON INSTAGRAM
Brand	SONY MOBILE FRANCE
Product/Service	XPERIA Z5
Category	B03. Social for Mobile
Entrant	ROSBEEF! Paris, FRANCE
Idea Creation	ROSBEEF! Paris, FRANCE

Name	Company	Position
ANTOINE DAVID	ROSBEEF!	CEO, HEAD OF STRATEGY
FRANS MCCABE	ROSBEEF!	CEO, HEAD OF CREATIVES
XAVIER DELELIS-FANIEN	ROSBEEF!	HEAD OF SOCIAL WEB
MARC MINART	ROSBEEF!	DIGITAL PROJECT MANAGER
LEILA TOUITI-ROSE	ROSBEEF!	HEAD OF COMMUNICATIONS & PR
VICTORIA SCHNELL	ROSBEEF!	ACCOUNT DIRECTOR
MICHAEL GAYET	ROSBEEF!	SOCIAL MEDIA STRATEGIST
PAUL VIOLLET	ROSBEEF!	ART DIRECTOR
MELODY HARY	ROSBEEF!	ART SUPERVISOR
EVA CHARPENTIER	ROSBEEF!	SOCIAL MEDIA PROJECT MANAGER

The Campaign

By creatively surpassing the technological limits of the platform, Sony Mobile France and Rosbeef! 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.

Creative Execution

We started with a photo taken with an Xperia Z5 in Paris, packed with magical details. We cut 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. Targets : Instagram Influencers – Technology & Mobile influencers – Photography influencers – Marketing influencers 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 campaign generated impressive results. 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. -+25 press clippings & influencers -a global visibility on social media (FB, Twitter & Instagram = 415k contacts).

With a 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. Instagramers had to find the hidden password on the photo by zooming 5 times on a part of the photo to enter the competition. From 4 to 18 April, Instagrammers took part in a 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. TARGETING Mobile Only - Men. BY INTEREST: Soccer / Champions League / PSG, Real Madrid, Benfica, Wolfsburg, Manchester City, Athetico madrid fanbase. Photography, Mobile (Sony competitors fanbase),