Last year, Sony got people talking about its new waterproof smartphone by filming it being unboxed underwater and posting a video on YouTube.
That’s all well and good and drummed up a lot of short-lived interest, but like Samsung demonstrated last year with its waterproof Galaxy S5, proving this product promise calls for a live experience.
So with this in mind, Sony constructed the world’s first underwater store in Dubai – dubbed ‘Xperia Aquatech Store’ - that was open to competition winners, VIPs and members of the press.
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.