Sony: XPERIA AQUATECH STORE

Credits & Description:

CLIENT SONY MOBILE COMMUNICATIONS
PRODUCT MOBILE
ENTRANT FP7/DXB DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY DESIGN
CATEGORY POINT OF SALE
TITLE XPERIA AQUATECH STORE
PRODUCT/SERVICE MOBILE
ENTRANT COMPANY : FP7/DXB DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY : FP7/DXB DUBAI, UNITED ARAB EMIRATES
PAUL BANHAM FP7 DXB EXECUTIVE CREATIVE DIRECTOR
CHRIS BOOTH FP7/DXB COPYWRITER
MO ARAM FP7/DXB ART DIRECTOR
KARL UHLEMANN FP7/DXB GENERAL MANAGER MANAGER BUSINESS UNIT
ALSTON D'SA FP7/DXB ACCOUNT MANAGER
KHALED HAMZA FP7/DXB HEAD OF CREATIVE SERVICES
BRENCE DSA FP7/DXB PRODUCER
EROL SALCINOVIC FP7/DXB DESIGN DIRECTOR
KUBA SKOWRONSKI FP7/DXB SENIOR DESIGNER
CELIA JABER/SAMEER KETKAR FP7/DXB SENIOR DESIGNER
TAHAAB RAIS FP7/DXB HEAD OF STRATEGIC PLANNING AND INSIGHTS
SAMEER ISLAM FP7/DXB STRATEGIC PLANNER
AAKRITI GOEL FP7/DXB DIGITAL STRATEGIC PLANNER
AISHA KHAN FP7/DXB EVENTS MANAGER
SREENI KUNIYIL FP7/DXB ASSISTANT PRODUCTION MANAGER
SYED RIZWAN ALI FP7/DXB SENIOR GRAPHIC DESIGNER
NASIR IQBAL FP7/DXB PRODUCTION ASSISTANT
SASAN SAEIDI FP7/DXB MANAGING DIRECTOR
SPYROS GOUSETIS SONY MOBILE COMMUNICATIONS MARKETING DIRECTOR/SONY
NICOLAS FIRDY SONY MOBILE COMMUNICATIONS MARCOM DIGITAL MANAGER/SONY
Brief Explanation:
We needed to create a launch campaign that wouldn’t just demonstrate the Xperia Z3 range’s great features, but that would create a strong emotional response in people, in order to turn Sony into a desirable brand and potential customers into Sony fans. To launch the fully waterproof Xperia Z3 range in the most impactful and newsworthy way, we opened THE WORLD’S FIRST UNDERWATER STORE five metres under the sea. For maximum effect, we wanted the store to combine marine-life-inspired visual designs with practical functions.
Describe the brief from the client:
Apple and Samsung dominate the mobile market in the Middle East. Meanwhile, Sony has been quietly improving its products to the point they now outperform the leaders in many ways. But to win “share of pocket” vs. iPhone and Galaxy, Sony first needed to win “share of desire” by repositioning itself as a brand that people really wanted to spend time with. The launch of Xperia Z3, the first ever fully waterproof range of smartphones and tablets, was the perfect opportunity to do that.
Description of how you arrived at the final design:
The jellyfish-shaped exterior encased a 700-square-foot air chamber that allowed customers to breathe freely inside. We took this theme a step further with our point-of-sale product displays, which were individually designed to look like real coral holding the phones. We researched dozens of corals for inspiration, then sketched eight unique designs, each with space to fit an Xperia product perfectly (incoporating channels for water run-off), with a ninth, much larger centrepiece coral to hold three products. These sketches were then recreated using 3D modelling software, before being 3D printed and carefully hand-painted to give maximum visual impact to our products.
Indication of how successful the outcome was in the market:
As our story spread from Dubai to more than 80 countries, the store was covered by Forbes, Wall Street Journal, Wired, Gizmodo GQ, CNN, T3 and hundreds more. Our Internet film earned over 5.25 million views, and our Twitter followers increased 21%. Total earned media was over $2 million. Within 4 weeks brand preference was up 4 points, and our brand sentiment score jumped to 91% positive (compared to a Sony global average of 40%). And best of all, Xperia sales increased 115%, with retailers across Dubai selling out of Xperia products for over a week.
Sony Mobile is targeted towards curious people. It wants to change how they experience the world by helping them to see the extraordinary in the everyday. They manufacture a range of Xperia smartphones, tablets and wearable accessories. The Z Series is its premium line. As of May 2014, Sony Mobile’s brand preference was 5%. (Apple: 55%. Samsung: 27%.) (Budget not shared.)