We needed to create a launch campaign that wouldn’t just demonstrate the Xperia Z3 range’s great features, but that would create a strong emotional response in people, in order to turn Sony into a desirable brand and potential customers into Sony fans. To launch the fully waterproof Xperia Z3 range in the most impactful and newsworthy way, we opened THE WORLD’S FIRST UNDERWATER STORE five metres under the sea. For maximum effect, we wanted the store to combine marine-life-inspired visual designs with practical functions.
The Brief
Apple and Samsung dominate the mobile market in the Middle East. Meanwhile, Sony has been quietly improving its products to the point they now outperform the leaders in many ways. But to win “share of pocket” vs. iPhone and Galaxy, Sony first needed to win “share of desire” by repositioning itself as a brand that people really wanted to spend time with. The launch of Xperia Z3, the first ever fully waterproof range of smartphones and tablets, was the perfect opportunity to do that.
How the final design was conceived
Our most important consideration was that the store be breathable. The jellyfish-inspired exterior was a creative way to encase a 700-square-foot air chamber in something both visually striking and relevant. When customers surfaced inside the store, five metres under the sea, they were struck by the sensation of ‘breathing underwater’, finding the experience incredibly powerful. Illuminated tentacles and product holders sculpted like real coral added more functional beauty (the tentacles parted like a curtain of lights at the store entrance), both designed to add extra layers of amazement to the experience to ensure it was truly unforgettable.
Indication of how successful the outcome was in the market
As our story spread from Dubai to more than 80 countries, the store was covered by Forbes, Wall Street Journal, Wired, Gizmodo GQ, CNN, T3 and hundreds more. Our Internet film earned over 5.25 million views, and our Twitter followers increased 21%. Total earned media was over $4.5 million. Within a month brand preference was up 4 points, and our brand sentiment score jumped to 91% positive (compared to a Sony global average of 40%). And best of all, Xperia sales increased 115%, with retailers across Dubai selling out of Xperia products for over a week.
Sony Mobile is targeted towards curious people. It wants to change how they experience the world by helping them to see the extraordinary in the everyday.
They manufacture a range of Xperia smartphones, tablets and wearable accessories. The Z Series is its premium line.
As of May 2014, Sony Mobile’s brand preference was 5%. (Apple: 55%. Samsung: 27%.)
(Budget not shared.)