Xperia: The Xperia Aquatech Store – the world's first underwater store
Tahaab Rais
Campaign details
Brand owner: Sony Mobile Middle EastLead agency: FP7 / DXB (Part of McCann Worldgroup)Brand: XperiaCountry: UAEIndustry: Mobile & cell handsetsChannels used: Cinema, Content marketing, Direct marketing, Earned media, buzz, Events & experiential, Games & competitions, Mobile & apps, Online video, Other & ambient media, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Product placement, Product sampling, Public relations, Social media, Word of mouth, advocacyMedia budget: $500k - $1 million
Executive Summary
In a...