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Xperia 水下商店
案例简介：活动描述 品牌内容是中东相对较新的市场，因此很难详细描述该地区的情况。然而，消费类电子产品的主要参与者 (如三星、诺基亚和苹果) 并没有冒险超越购物中心激活和 YouTube/Facebook 广告。因此，有一个真正的机会，让该地区的人们以新鲜、独特的体验参与和娱乐。中东的一项运动当然有 “谦虚” 的限制 -- 女性没有比基尼/短裤，男性没有半裸等等。 有效性 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来推出它。距离迪拜海岸 5 米以下的大海, 它为人们发现 Xperia Z3 创造了一个神奇的环境，并展示了它的防水功能，这和人们以前从未经历过的一样。商店的设计和建造是一个密集的六个月的过程, 最终结果提供了一次最多 8 人的完全透气环境和 wi-fi 连接 (水下第一!)) 这样人们就可以在海底发推特和帖子。水母灵感的设计，结合定制的产品展示，看起来像真正的珊瑚, 独特的 “水下呼吸” 感觉确保了每次参观商店都是难忘的 -- 并展示了防水 Xperia Z3 创造令人难以置信的客户体验的潜力。为了在商店开业前夕引起轰动，我们发起了一场新闻预告活动和社交竞争。当商店开业时，它成为了一场整合的在线和离线活动的核心，该活动旨在引起各地智能手机用户的关注。 实施 在迪拜海岸的水下商店开业之前，我们向媒体发布了一系列挑逗的图片，暗示正在海底等待。这在公众中引起了巨大的轰动，他们涌入我们的社交渠道，想更多地了解这家商店。我们还举办了一场 Facebook 比赛，邀请来自中东各地的人来迪拜参观商店。这在 3 天内创造了 60,000 多个视图。当商店开业时，该地区有数百万人想去参观。 结果 从第一次演示开始，客户就和我们一样对这个项目感到兴奋，这让我们能够真正突破我们所能达到的极限。整个中东的公众反应也非常积极 -- 在一个品牌不承担如此大风险的地区，我们的回报是: 在一个月内，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% (相比之下，索尼的全球平均水平为 40%)。随着我们的故事从迪拜传播到全球 80 多个国家，这家商店在包括《华尔街日报》、《福布斯》、《连线》、《 GQ 》、《 Gizmodo 》、《美国有线电视新闻网》和《 t3 》在内的新闻文章中被提及。我们还接受了全球电视报道，包括探索频道的纪录片。我们的在线电影获得了 500万的浏览量，索尼的推特粉丝增加了 21%。总的来说，该活动创造了超过 450万美元的媒体价值。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。 相关性 世界上第一家水下商店不仅仅是为了推出防水手机的广告活动 -- 这是一种完全身临其境的体验，以一种他们会记住多年的方式向人们展示了 Xperia 系列。在海底五米处的商店里散步，正常地呼吸和说话是大多数人永远不会有机会做的事情, 这是一个如此强大的事件，以至于几乎每个离开商店的游客都感到惊讶。水下商店不仅将 Xperia Z3 系列定位为市场上唯一完全防水的手机，它还将产品利益置于激动人心的体验的核心, 并向人们展示了这部手机可以让他们做多少事情。
Xperia 水下商店
案例简介：Campaign Description Branded Content is a relatively new market for the Middle East, so it’s difficult to give a detailed picture of the regional situation. However, the major players of the consumer electronics category (like Samsung, Nokia, and Apple) have not ventured far beyond mall activations and YouTube/Facebook ads. So there’s a real opportunity to engage and entertain people in the region with a fresh, unique experience. There are of course ‘modesty’ restrictions imposed on a campaign in the Middle East – no bikinis/shorts for women, no topless men, etc. Effectiveness 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 to launch it in. Five metres below the sea off the coast of Dubai, it created a magical environment for people to discover the Xperia Z3 – and offered a demonstration of its waterproof feature that was like nothing people had experienced before. The design and build of the store was an intensive six-month process, with the final result offering a fully breathable environment for up to 8 people at a time and Wi-Fi connectivity (an underwater first!) so that people could tweet and post live from the sea floor. The jellyfish-inspired design, combined with custom-made product displays designed to look like real corals, and the unique sensation of ‘breathing underwater’ ensured that every visit to the store was unforgettable – and showed the potential of the waterproof Xperia Z3 to create incredible customer experiences. To generate buzz in the run-up to the store opening we launched a press teaser campaign and social competition. When the store opened it became the centrepiece of an integrated online and offline campaign designed to generate publicity that would get the attention of smartphone users everywhere. Implementation Before the underwater store opened off the coast of Dubai we released a series of teaser images to the press, hinting at was waiting under the sea. This created a huge buzz among the public, who swarmed our social channels wanting to know more about the store. We also ran a Facebook competition inviting people from across the Middle East to come to Dubai to visit the store. This created over 60,000 views in 3 days. By the time the store opened, millions across the region wanted to visit it. Outcome From the very first presentation, the client was as excited about this project as we were, which allowed us to really push the limits of what we could achieve. The public reaction across the Middle East was also very positive – in a region where brands don’t take such big risks, ours paid off: within a month brand preference was up 4 points, and our brand sentiment score jumped to 91% positive (compared to a Sony global average of 40%). As our story spread from Dubai to more than 80 countries worldwide, the store was talked about in news articles including Wall Street Journal, Forbes, Wired, GQ, Gizmodo, CNN, and T3. We also received global TV coverage, including a Discovery Channel documentary. Our online film earned over 5 million views, and Sony’s Twitter followers increased by 21%. In total, the campaign 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. Relevancy The World’s First Underwater Store was more than an advertising campaign to launch a waterproof phone – it was a totally immersive experience that demonstrated the Xperia range to people in a way they’ll remember for years. Walking around a store five metres under the sea, breathing and speaking normally is something that most people will never have the chance to do, and was such a powerful event that pretty much every visitor left the store amazed. The underwater store didn’t just position the Xperia Z3 range as the only fully waterproof phone on the market, it put the product benefit at the heart of a thrilling experience, and showed people just how much this phone could allow them to do.
Xperia Underwater Store
案例简介：活动描述 品牌内容是中东相对较新的市场，因此很难详细描述该地区的情况。然而，消费类电子产品的主要参与者 (如三星、诺基亚和苹果) 并没有冒险超越购物中心激活和 YouTube/Facebook 广告。因此，有一个真正的机会，让该地区的人们以新鲜、独特的体验参与和娱乐。中东的一项运动当然有 “谦虚” 的限制 -- 女性没有比基尼/短裤，男性没有半裸等等。 有效性 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来推出它。距离迪拜海岸 5 米以下的大海, 它为人们发现 Xperia Z3 创造了一个神奇的环境，并展示了它的防水功能，这和人们以前从未经历过的一样。商店的设计和建造是一个密集的六个月的过程, 最终结果提供了一次最多 8 人的完全透气环境和 wi-fi 连接 (水下第一!)) 这样人们就可以在海底发推特和帖子。水母灵感的设计，结合定制的产品展示，看起来像真正的珊瑚, 独特的 “水下呼吸” 感觉确保了每次参观商店都是难忘的 -- 并展示了防水 Xperia Z3 创造令人难以置信的客户体验的潜力。为了在商店开业前夕引起轰动，我们发起了一场新闻预告活动和社交竞争。当商店开业时，它成为了一场整合的在线和离线活动的核心，该活动旨在引起各地智能手机用户的关注。 实施 在迪拜海岸的水下商店开业之前，我们向媒体发布了一系列挑逗的图片，暗示正在海底等待。这在公众中引起了巨大的轰动，他们涌入我们的社交渠道，想更多地了解这家商店。我们还举办了一场 Facebook 比赛，邀请来自中东各地的人来迪拜参观商店。这在 3 天内创造了 60,000 多个视图。当商店开业时，该地区有数百万人想去参观。 结果 从第一次演示开始，客户就和我们一样对这个项目感到兴奋，这让我们能够真正突破我们所能达到的极限。整个中东的公众反应也非常积极 -- 在一个品牌不承担如此大风险的地区，我们的回报是: 在一个月内，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% (相比之下，索尼的全球平均水平为 40%)。随着我们的故事从迪拜传播到全球 80 多个国家，这家商店在包括《华尔街日报》、《福布斯》、《连线》、《 GQ 》、《 Gizmodo 》、《美国有线电视新闻网》和《 t3 》在内的新闻文章中被提及。我们还接受了全球电视报道，包括探索频道的纪录片。我们的在线电影获得了 500万的浏览量，索尼的推特粉丝增加了 21%。总的来说，该活动创造了超过 450万美元的媒体价值。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。 相关性 世界上第一家水下商店不仅仅是为了推出防水手机的广告活动 -- 这是一种完全身临其境的体验，以一种他们会记住多年的方式向人们展示了 Xperia 系列。在海底五米处的商店里散步，正常地呼吸和说话是大多数人永远不会有机会做的事情, 这是一个如此强大的事件，以至于几乎每个离开商店的游客都感到惊讶。水下商店不仅将 Xperia Z3 系列定位为市场上唯一完全防水的手机，它还将产品利益置于激动人心的体验的核心, 并向人们展示了这部手机可以让他们做多少事情。
Xperia Underwater Store
案例简介：Campaign Description Branded Content is a relatively new market for the Middle East, so it’s difficult to give a detailed picture of the regional situation. However, the major players of the consumer electronics category (like Samsung, Nokia, and Apple) have not ventured far beyond mall activations and YouTube/Facebook ads. So there’s a real opportunity to engage and entertain people in the region with a fresh, unique experience. There are of course ‘modesty’ restrictions imposed on a campaign in the Middle East – no bikinis/shorts for women, no topless men, etc. Effectiveness 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 to launch it in. Five metres below the sea off the coast of Dubai, it created a magical environment for people to discover the Xperia Z3 – and offered a demonstration of its waterproof feature that was like nothing people had experienced before. The design and build of the store was an intensive six-month process, with the final result offering a fully breathable environment for up to 8 people at a time and Wi-Fi connectivity (an underwater first!) so that people could tweet and post live from the sea floor. The jellyfish-inspired design, combined with custom-made product displays designed to look like real corals, and the unique sensation of ‘breathing underwater’ ensured that every visit to the store was unforgettable – and showed the potential of the waterproof Xperia Z3 to create incredible customer experiences. To generate buzz in the run-up to the store opening we launched a press teaser campaign and social competition. When the store opened it became the centrepiece of an integrated online and offline campaign designed to generate publicity that would get the attention of smartphone users everywhere. Implementation Before the underwater store opened off the coast of Dubai we released a series of teaser images to the press, hinting at was waiting under the sea. This created a huge buzz among the public, who swarmed our social channels wanting to know more about the store. We also ran a Facebook competition inviting people from across the Middle East to come to Dubai to visit the store. This created over 60,000 views in 3 days. By the time the store opened, millions across the region wanted to visit it. Outcome From the very first presentation, the client was as excited about this project as we were, which allowed us to really push the limits of what we could achieve. The public reaction across the Middle East was also very positive – in a region where brands don’t take such big risks, ours paid off: within a month brand preference was up 4 points, and our brand sentiment score jumped to 91% positive (compared to a Sony global average of 40%). As our story spread from Dubai to more than 80 countries worldwide, the store was talked about in news articles including Wall Street Journal, Forbes, Wired, GQ, Gizmodo, CNN, and T3. We also received global TV coverage, including a Discovery Channel documentary. Our online film earned over 5 million views, and Sony’s Twitter followers increased by 21%. In total, the campaign 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. Relevancy The World’s First Underwater Store was more than an advertising campaign to launch a waterproof phone – it was a totally immersive experience that demonstrated the Xperia range to people in a way they’ll remember for years. Walking around a store five metres under the sea, breathing and speaking normally is something that most people will never have the chance to do, and was such a powerful event that pretty much every visitor left the store amazed. The underwater store didn’t just position the Xperia Z3 range as the only fully waterproof phone on the market, it put the product benefit at the heart of a thrilling experience, and showed people just how much this phone could allow them to do.
Xperia 水下商店
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Xperia Underwater Store
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