The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Experiential Advertising / Installations
Annual ID
150432A
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 five metres under the sea off the coast of Dubai, a unique and magical environment to showcase the waterproof Xperia Z3 range. We created a fully integrated campaign around the store, from press teasers and social countdowns to a Facebook competition, media event, and online film, creating a huge wave of PR that brought Sony the recognition it deserved – increasing brand preference by 4 points, boosting its brand sentiment score to 91% positive (Sony global average: 40%) and increasing sales by 115%.
2015 Awards
Total Points: 15
Silver Pencil
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
Tahaab Rais
Sameer Islam
Aakriti Goel
Sasan Saeidi
Aisha Khan
Srinivas Kuniyil
Syed Rizwan
Nasir Iqbal
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