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
This...