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Xperia 水下商店
案例简介：执行 位于迪拜海岸五米处的海底, 世界上第一家水下商店是一个独特而神奇的环境，让我们的主要影响者发现防水 Xperia Z3 系列，并展示了它的防水功能，就像他们以前从未经历过的那样。他们在推特上发布、录制并与数百万观众和追随者分享他们的兴奋，在我们的目标观众中传播他们对 Xperia 的兴奋。店内 wi-fi (通过一条中空的腿进入海底电缆带到商店) 意味着他们的想法甚至可以在最强调的情况下实时分享。 结果 随着主要影响者在网上分享他们的经历，我们的故事传播到 80 多个国家，被福布斯、华尔街日报、连线、 Gizmodo GQ 、彭博、有线电视新闻网、 t3 和数百个。推特粉丝增加了 21%，脸谱网的粉丝增加了 375,000。我们获得了 9700 多万媒体印象，赢得的媒体价值超过 450万美元。在 4 周内，品牌偏好上升了 4 个百分点，我们的品牌情绪得分跃升至 91% (索尼全球平均水平: 40%)。最重要的是，Xperia 的销售额增长了 115%，迪拜的零售商在一周多的时间里都在销售 Xperia 的产品。 战略 苹果和三星在中东的移动市场份额超过 80%。与 iPhone 和 Galaxy 相比，为了赢得 “口袋份额”，索尼需要从巨头那里吸引注意力 -- 这意味着做一些完全不同的事情。我们看到了推出 Xperia Z3 的机会，这是有史以来第一款完全防水的智能手机和平板电脑。由于 Xperia z3 的防水功能是全球第一个移动系列，我们创建了世界上第一个水下商店。在中东，尤其是沙特阿拉伯，主流新闻频道非常温和。由于 YouTubers 和 bloggers 更自由地 “像现在这样说”，他们在精通技术的年轻人中有巨大的影响力。因此，为了赢得观众的尊重，我们带了一些来自该地区的著名博客和 YouTubers 参观了迪拜的商店。
Xperia 水下商店
案例简介：Execution Located five metres under the sea off the coast of Dubai, the world’s first underwater store was a unique and magical environment for our key influencers to discover the waterproof Xperia Z3 range – and offered a demonstration of its waterproof feature that was like nothing they had experienced before. They tweeted, recorded, and shared their excitement with millions of viewers and followers, spreading their excitement about Xperia among our target audience. In-store Wi-Fi (brought to the store through an undersea cable that entered through a hollow leg) meant their thoughts could even be shared live, at their most emphatic. Outcome As the key influencers shared their experiences online our story spread to more than 80 countries, being picked up by Forbes, Wall Street Journal, Wired, Gizmodo GQ, Bloomberg, CNN, T3 and hundreds more. Twitter followers increased 21% and Facebook Likes jumped 375,000. We achieved 97+ million media impressions and an earned media value of over $4.5 million. Within 4 weeks brand preference was up 4 points, and our brand sentiment score jumped to 91% positive (Sony global average: 40%). And best of all, Xperia sales increased 115%, with retailers across Dubai selling out of Xperia products for over a week. Strategy Apple and Samsung share more than 80% of the mobile market in the Middle East. To win “share of pocket” vs. iPhone and Galaxy, Sony needed to steal attention away from the giants – which meant doing something totally different. We saw an opportunity with the launch of Xperia Z3, the first ever fully waterproof range of smartphones and tablets. Since the Xperia Z3’s waterproof feature was a global first for a mobile range, we created THE WORLD’S FIRST UNDERWATER STORE. In the Middle East, and Saudi Arabia in particular, mainstream news channels are heavily moderated. As YouTubers and bloggers are freer to ‘say it like it is’, they have huge influence among tech-savvy young adults. So to earn respect among this audience, we brought a selection of prominent bloggers and YouTubers from the region to visit the store in Dubai.
Xperia Underwater Store
案例简介：执行 位于迪拜海岸五米处的海底, 世界上第一家水下商店是一个独特而神奇的环境，让我们的主要影响者发现防水 Xperia Z3 系列，并展示了它的防水功能，就像他们以前从未经历过的那样。他们在推特上发布、录制并与数百万观众和追随者分享他们的兴奋，在我们的目标观众中传播他们对 Xperia 的兴奋。店内 wi-fi (通过一条中空的腿进入海底电缆带到商店) 意味着他们的想法甚至可以在最强调的情况下实时分享。 结果 随着主要影响者在网上分享他们的经历，我们的故事传播到 80 多个国家，被福布斯、华尔街日报、连线、 Gizmodo GQ 、彭博、有线电视新闻网、 t3 和数百个。推特粉丝增加了 21%，脸谱网的粉丝增加了 375,000。我们获得了 9700 多万媒体印象，赢得的媒体价值超过 450万美元。在 4 周内，品牌偏好上升了 4 个百分点，我们的品牌情绪得分跃升至 91% (索尼全球平均水平: 40%)。最重要的是，Xperia 的销售额增长了 115%，迪拜的零售商在一周多的时间里都在销售 Xperia 的产品。 战略 苹果和三星在中东的移动市场份额超过 80%。与 iPhone 和 Galaxy 相比，为了赢得 “口袋份额”，索尼需要从巨头那里吸引注意力 -- 这意味着做一些完全不同的事情。我们看到了推出 Xperia Z3 的机会，这是有史以来第一款完全防水的智能手机和平板电脑。由于 Xperia z3 的防水功能是全球第一个移动系列，我们创建了世界上第一个水下商店。在中东，尤其是沙特阿拉伯，主流新闻频道非常温和。由于 YouTubers 和 bloggers 更自由地 “像现在这样说”，他们在精通技术的年轻人中有巨大的影响力。因此，为了赢得观众的尊重，我们带了一些来自该地区的著名博客和 YouTubers 参观了迪拜的商店。
Xperia Underwater Store
案例简介：Execution Located five metres under the sea off the coast of Dubai, the world’s first underwater store was a unique and magical environment for our key influencers to discover the waterproof Xperia Z3 range – and offered a demonstration of its waterproof feature that was like nothing they had experienced before. They tweeted, recorded, and shared their excitement with millions of viewers and followers, spreading their excitement about Xperia among our target audience. In-store Wi-Fi (brought to the store through an undersea cable that entered through a hollow leg) meant their thoughts could even be shared live, at their most emphatic. Outcome As the key influencers shared their experiences online our story spread to more than 80 countries, being picked up by Forbes, Wall Street Journal, Wired, Gizmodo GQ, Bloomberg, CNN, T3 and hundreds more. Twitter followers increased 21% and Facebook Likes jumped 375,000. We achieved 97+ million media impressions and an earned media value of over $4.5 million. Within 4 weeks brand preference was up 4 points, and our brand sentiment score jumped to 91% positive (Sony global average: 40%). And best of all, Xperia sales increased 115%, with retailers across Dubai selling out of Xperia products for over a week. Strategy Apple and Samsung share more than 80% of the mobile market in the Middle East. To win “share of pocket” vs. iPhone and Galaxy, Sony needed to steal attention away from the giants – which meant doing something totally different. We saw an opportunity with the launch of Xperia Z3, the first ever fully waterproof range of smartphones and tablets. Since the Xperia Z3’s waterproof feature was a global first for a mobile range, we created THE WORLD’S FIRST UNDERWATER STORE. In the Middle East, and Saudi Arabia in particular, mainstream news channels are heavily moderated. As YouTubers and bloggers are freer to ‘say it like it is’, they have huge influence among tech-savvy young adults. So to earn respect among this audience, we brought a selection of prominent bloggers and YouTubers from the region to visit the store in Dubai.
Xperia 水下商店
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Xperia Underwater Store
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