Photography brand Canon has launched a mobile-first ad campaign that takes advantage of native mobile features with vertical video and interactive elements.
The campaign, created by mobile marketing specialists Mobkoi, is part of Canon's 'Come and See' series of stories, designed to engage smartphone users with interactive content.
The vertical video campaign centres on three urban river surfers in Munich, Germany, using footage shot on the Eisbach River at night with Canon technology and products. As well as vertical video, rotating five-second animations and display formats, the campaign utilises a creative parallax gyroscope feature, rotating the scene to create an illusion of depth.
The campaign is delivered using both native interstitial and interscroller formats, enabling consumers to interact with the story via various methods without disrupting their browsing experience.
"We've been able to portray some fascinating and inspiring stories as part of our 'Come and See' brand campaign and we're proud to bring our latest story to life in an even more engaging way," said Lee Bonniface, marketing director for EMEA at Canon Europe. "For the first time throughout our 'Come and See' brand campaign, consumers will be able to see and feel the true benefits of using a Canon camera through their smartphones, while exploring the incredibly exciting world of city surfing."
"City Surfers is an exciting campaign for us as not only were we able to work with high impact, interactive formats that really engage with smartphone users, but demonstrating Canon-quality photography on mobile was a fun task for us," said Quentin Le Pape, CEO and co-founder of Mobkoi.
"The City Surfers mobile-first campaign is designed to present a heightened brand experience for smartphone users, maximising dwell time and encouraging consumers to explore more with Canon with a clear call-to-action."