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
The jellyfish-shaped exterior encased a 700-square-foot air chamber that allowed customers to breathe freely inside. We took this theme a step further with our point-of-sale product displays, which were individually designed to look like real coral holding the phones. We researched dozens of corals for inspiration, then sketched eight unique designs, each with space to fit an Xperia product perfectly (incoporating channels for water run-off), with a ninth, much larger centrepiece coral to hold three products. These sketches were then recreated using 3D modelling software, before being 3D printed and carefully hand-painted to give maximum visual impact to our products.
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 $2 million. Within 4 weeks 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.)