The One Show
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Category
Experiential Advertising / Events & Competitions
Annual ID
150433A
About the Work
Compared to Apple and Samsung, Sony was a tiny player in the Middle East mobile market. To win ‘share of pocket’ we needed to win ‘share of desire’ by repositioning Sony as a brand people really wanted to spend time with. The launch of Xperia Z3, the first ever fully waterproof mobile range, was our opportunity. We opened THE WORLD’S FIRST UNDERWATER STORE off the coast of Dubai to showcase the waterproof Xperia Z3 range in a unique and magical environment. As part of our integrated campaign we created a social media competition to bring people to the store from across the Middle East – they simply had to promise to come drown their old phone in exchange for an Xperia Z3. The campaign was a big success, increasing brand preference by 4 points, boosting Sony’s brand sentiment score to 91% positive (Sony global average: 40%), and increasing sales by
2015 Awards
Total Points: 5
Merit
Credits
Agency
FP7 / Dubai
Art Director
Mo Aram
Executive Creative Director
Paul Banham
Producer
Brence Dsa
Writer
Chris Booth
Creative Team
Karl Uhlemann
Alston Dsa
Khaled Hamza
Sasan Saeidi
Tahaab Rais
Aakriti Goel
Sameer Islam
Aisha Khan
Srinivas Kuniyil
Nasir Iqbal
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