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%). As our story spread from Dubai to more than 80 countries, we were talked about in articles across the world, including Wall Street Journal, Forbes, Wired, Gizmodo GQ, Stuff, and T3. Our Internet film earned over 5.25 million views, and our Twitter followers increased 21%. Total earned media was over $4.5 million. And best of all, Xperia sales increased 115%, with retailers across Dubai selling out of Xperia products for over a week.
Creative Execution
In the run-up to the store opening we released a series of teaser images hinting at what was waiting beneath the waves, creating a frenzy of media and public demanding to know more. We also set people across the Middle East a challenge through Facebook: come visit the store and drown your smartphone for an Xperia Z3. Over 2,000 took part for the chance to travel to Dubai for the opening. Besides the members of the public who visited the store, we invited media and key influencers for a special event. We also used the opportunity to shoot an Internet film, which spread across the world through our social channels. And we sent the full story to various tech sites, ad industry blogs, and major press for coverage – turning the pop-up store into a major PR success.
Insights, Strategy and the Idea
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. So when they launched Xperia Z3, the first ever fully waterproof range of smartphones and tablets, we saw an opportunity. THE WORLD’S FIRST UNDERWATER STORE created the emotional connection we needed, highlighting Sony’s unique feature in a way that created a powerful response in the people who experienced it (both live and through our social film and news/articles).