2015 Winners & Shortlists

Execution

Xperia Z3 is the world’s first fully waterproof range of smartphones and accessories. To demonstrate this feature in a way that would reposition Sony as a brand people really wanted to spend time with, we launched it in THE WORLD’S FIRST UNDERWATER STORE – a unique pop-up store 5 metres under the sea, off the coast of Dubai. To help this ambient piece go global, we invited media and key influencers to visit the store for a special live event complete with afterparty on the beach. This led to the campaign spreading across the world, with articles in Forbes, Wall Street Journal, Wired, CNN, T3, and more. 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%). Total earned media was over $4.5 million. And best of all, Xperia sales increased 115%.