Campaign details

Brand: Canon
Brand owner: Canon
Lead agency: Uncle Grey
Country: Denmark, Finland, Norway, Sweden
Industries: Denmark, Finland, Norway, Sweden
Media channels: Online video, Social media, Word of mouth, influencers
Budget: Up to 500k

Executive summary

Camera brand Canon launched the world's first camera rental service on Instagram to make people experience how easy it is to use a Canon camera.

In a world where people more than ever take photos with a smartphone, people were starting to question if pictures were worth capturing on a camera and if it was even easy to use a Canon. To eliminate the doubt and get people to experience the usability first hand, Canon introduced the first rental service on Instagram where the renters paid back with the photos they took.

The social campaign changed people's perception of the product and increased their willingness to use a camera – it also generated a ROMI of €5.7:1.

Market background and objectives