The movie 'Skyfall' featured James Bond using the Sony Xperia Ion.

Our brief:

Generate excitement.

We combined a London phone box, 4000 meters of cabling, a 2012 Aston Martin DBS, 6 computers, Arduino technology and a voice analytics engine, which was built into an app on the phone. Participant(s) had to say 'The name is Bond, James Bond' and if their impression matched Daniel Craig's to 95% or more, it wirelessly unlocked the doors and started the engine of the Aston Martin.

Results:

In 10 days, 5,217 participants.

43 superb Bond impersonators.

60% increase in footfall.

30% increase in sales.

The 'Say It Like Bond' Challenge. In Mall of the Emirates, we combined a London phone box,

4000 meters of cabling, a super-charged 2012 Aston Martin DBS, 6 computers, Arduino

technology and a voice analytics engine which was built into an app on the phone itself. The

participants had to say the famous line - 'The name is Bond, James Bond'. Our voice analytics

engine then analyzed their voice against Daniel Craig's. And if their impression was good

enough and matched Daniel's to 95% or more, it unlocked the doors and started the engine of

the Aston Martin to indicate that they'd won. This was all done wirelessly and in a very 'Bond like

way' with the help of a mechanical arm powered by Arduino technology.

• We employed print, BTL and social media to drive people to the activation stand. Separate

TVCs and cinema reels advertised the phone.

In just 10 days, 'The name is Bond, James Bond' was said 5,217 times by individual cinemagoers

who grabbed the chance to live a part of their Bond fantasy. And 43 superb Bond impersonators

managed to unlock and start the Aston's engine. Winners were given a Sony Xperia ion phone

and a racetrack driving experience in the Aston Martin. By the end of the 10 days, Sony Stores in

the Mall of the Emirates had registered a 60% increase in footfall and more importantly a 30%

increase in sales of the phone.