2016 Winners & Shortlists

THE XPERIA AQUATECH STORE: THE WORLD'S FIRST UNDERWATER STORE

BrandSONY MOBILE COMMUNICATIONS
Product/ServiceXPERIA Z3
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryCreative Effectiveness
Entrant Company FP7/DXB Dubai, UNITED ARAB EMIRATES
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

Brief Explanation

In a battle with mobile giants Apple and Samsung, how could Sony earn attention for the Xperia Z3 - the world’s first fully waterproof phone? Simple. We needed to be unexpected and disruptive. So, we left the battlefield, taking our phones where no phone has ever been before. Underwater. Inside the Arabian Sea. And created The Xperia Aquatech Store: The World’s First Underwater Store. A cross-platform campaign attracted worldwide curiosity, challenging people to come experience the store over the course of 3 days, 4 metres underneath the surface. And we got the internet on our side, taking media influencers to accompany our phones. Hundreds visited the store. From tech influencers, to the press and the general public. In-store Wi-Fi let visitors tweet, record videos and share their experiences live, as a wave of buzz spread across the world. The idea generated: • $4,500,000+ worldwide earned media • 550+ articles across leading technology, media and trendsetting platforms across 80 countries 5,250,000+ social media video views • 225,000+ Facebook Likes • 9.70% Twitter CTR • +21% Twitter followers. And with a +4 points increase in brand preference and a 91% positive brand sentiment score, it also achieved a 115% sales increase over targets; with the phones ultimately getting sold out. (Sources: Google Insights, YouTube Statistics, Facebook Insights, Twitter, Sony Media & Sales Reports)

Credits

Name Company Role
Paul Banham Fp7/dxb Executive Creative Director
Tahaab Rais Fp7/dxb Regional Head of Strategic Planning
MO ARAM Fp7/dxb ART DIRECTOR
CHRIS BOOTH Fp7/dxb COPYWRITER
KARL UHLEMANN Fp7/dxb GENERAL MANAGER BUSINESS UNIT
ALSTON D'SA Fp7/dxb ACCOUNT MANAGER
KHALED HAMZA Fp7/dxb HEAD OF CREATIVE SERVICES
BRENCE DSA Fp7/dxb PRODUCER
EROL SALCINOVIC Fp7/dxb DESIGN DIRECTOR
KUBA SKOWRONSKI Fp7/dxb SENIOR DESIGNER
SAMEER KETKAR/CELIA JABER Fp7/dxb SENIOR DESIGNER
AISHA KHAN Fp7/dxb EVENTS MANAGER
SRINIVAS KUNIYIL Fp7/dxb ASSISTANT PRODUCTION MANAGER
SAMEER ISLAM Fp7/dxb Senior Strategic Planner
AAKRITI GOEL Fp7/dxb Senior Strategic Planner
SASAN SAEIDI Fp7/dxb MANAGING DIRECTOR
SYED RIZWAN ALI Fp7/dxb SENIOR GRAPHIC DESIGNER
NASIR IQBAL Fp7/dxb PRODUCTION ASSISTANT
GITA GHAEMMAGHAMI Sony Mobile Communications MARKETING COMMUNICATION MANAGER
NICOLAS FIRDY Sony Mobile Communications MARCOM DIGITAL MANAGER