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Sony's underwater shop

By Joss Davidge

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.

Read more about this bold brand experience on Joss Davidge's blog on the Marketing Society website. 

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