Sony: Everyday extraordinary

This case study explains how electronics company Sony re-imagined the in-store demo to promote a new smartphone model in the UK.

Agency: HaygarthCountry: UK

The Sony Wheel revolutionised the smartphone demo – bringing together never-before-combined physical, audio, visual and biometric technology to create a world-first consumer experience that was as educational as it was engaging.

Our innovative 3m-high, human-powered tread-wheel turned heads, changed attitudes and drove sales in a way that no normal demo could – with demonstrable impact across the entire consumer journey, achieving sixty times more reach than equivalent store activity and a brand preference increase of 250%.

Campaign strategy

In a smartphone market dominated by the duopoly of Apple and Samsung, Sony Mobile had a...

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