THE XPERIA AQUATECH STORE: THE WORLD'S FIRST UNDERWATER STORE
Brand | SONY MOBILE COMMUNICATIONS |
Product/Service | XPERIA Z3 |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Creative 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
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 |