Any Instagram user knows (in March 2016) that it is not possible to zoom on an Instagram post natively.

But what if we combine tags and mosaics, in a fresh and never done before way, to make the zoom possible ?

By creatively surpassing the technological limits of the platform, Sony Mobile France made the first-ever zoom on Instagram: #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. More than 150 Instagram accounts were created, tied to one another by tags - like a pyramidal spider web - which let you zoom in on any part of the original photo to discover more than 50 hidden surprises!

To make it possible, we had to overpass Instagram general terms and conditions. It took 2 months to test / create / upload manually, the 150 Instagram accounts, linked to 150 SIM cards and email accounts, the 900 photos and check everyday if all the accounts were still online.

The day before the launch, we sent Digital PR to 30 keys influencers.

From 4 to 18 April, Instagrammers took part in the competition to find a secret code by zooming in.

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).

Instagram released officially the native zoom 6 months later. ;)