Sony Mobile / UAE / 2014Experiential · Retail & Shopper
Xperia Underwater Store.
To launch the waterproof Xperia Z3 range, Sony Mobile opened a store on the seabed off Dubai.
- Brand
- Sony Mobile
- Agency
- FP7/DXB
- Market
- UAE
- Region
- GCC
- Year
- 2014
The challenge
Sony needed its waterproof phones and tablets to stand out in a crowded smartphone market.
The idea
The store sat underwater with about 17,000 litres of breathable space, fed by an air system piped from a nearby beach through its legs. Product stands were 3D printed to look like coral and shaped to hold Xperia devices, and Wi-Fi let visitors share the experience live. Concrete blocks buried in the seabed held down roughly twenty tonnes of buoyancy.
Case study source: LBB Online Source ↗
Awards
- Cannes Lions 2015Branded Content & Entertainment LionsBronze
- Cannes Lions 2015Outdoor LionsBronze
Credits
- Creative agency
- FP7 McCann Dubai (FP7/DXB)
- Production
- Muddville
- Executive Creative Director and Art Director, FP7/DXB
- Paul Banham
- Art Director, FP7/DXB
- Mo Aram
- Copywriter, FP7/DXB
- Chris Booth
- Planner, FP7/DXB
- Sameer Islam
- Strategist, FP7/DXB
- Tahaab Rais
- Head of Production, FP7/DXB
- Khaled Hamza
- Director
- Scott Rawsthorne
- Director
- Jon Shaikh
- Chief Executive Officer, Muddville
- Sasan Saeidi
- Producer
- Brence D'sa
- Production Designer
- Erol Salcinovic
- Production Designer
- Kuba Skowronski
- Production Designer
- Celia Jaber
- Production Designer
- Sameer Ketkar
- Music Producer
- Freq'ncy
