Xperia: Launching the world's first underwater store

This case study shows how Sony, the technology company, created the world's first underwater store to market the Xperia Z3, the world's first fully waterproof phone.

Xperia: Launching the world's first underwater store

Tahaab Rais

Campaign details

Brand owner: Sony Mobile Middle EastLead agency: FP7/DXB (Part of McCann Worldgroup)Budget: 500k - 1 millionCountry: Pan Arab, South Africa, United Arab EmiratesIndustry: Mobile and cell handsetsMedia: Cinema, Content marketing, Direct marketing, Earned media, buzz, Email marketing, Events and experiential, Games and competitions, Internet - display, Magazines - consumer, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Product placement, Product sampling, Public relations, Radio, Social media, Word of mouth, advocacy

Executive summary

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