The world’s first underwater store was designed to promote the waterproof feature of Xperia Z3 – the first ever fully waterproof mobile range – in a way that would engage potential smartphone customers. It was a launch stunt, an installation, and an ambient piece. The campaign also utilised social media to drive engagement. As a direct result of the activity, sales of Xperia Z3 products increased 115%.

Apple and Samsung own more than 80% of the mobile market in the Middle East. To win a share of their sales Sony needed to steal attention away from them – which meant doing something totally different. The launch of Xperia Z3, the first ever fully waterproof mobile range, gave us the perfect opportunity. We created the world’s first underwater store, a magical environment 5 metres under the sea that demonstrated the abilities of the waterproof Xperia range to people in a way that was like nothing they had experienced before.

In a region where brands don’t take such big risks, ours paid off: within 4 weeks brand preference was up 4 points and brand sentiment was 91% positive (compared to a Sony Mobile global average of 40%). As our story spread from Dubai to more than 80 countries worldwide, it was covered by Wall Street Journal, Forbes, Wired, GQ, Gizmodo, CNN, Stuff, T3 and over 750 more. We also received global TV coverage, including a Discovery Channel documentary. Our online film earned over 5 million views. In total, the campaign achieved over 97 million media impressions and generated an earned media value of over $4.5 million. And best of all, Xperia sales increased 115%, with retailers across Dubai selling out of Xperia products for over a week.

The underwater store was an unforgettable experience that demonstrated the waterproof Xperia range to our target audience in a way they’ll remember for years. The store environment was fully breathable so visitors could talk to the store assistant and play freely with the products. It was also Wi-Fi enabled so they could post live from the sea floor (their tweets and photos creating a wave of buzz on social media). To build excitement in the run-up to the store opening we released a teaser image hinting at what was waiting beneath the waves, creating a frenzy of international media and public demanding to know more. We also set people across the Middle East a challenge through social media: come visit the store and drown your smartphone for an Xperia Z3. From a single activation we ended up making the waterproof Xperia Z3 famous around the world.