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We transformed the standard mobile phone demo into a fully interactive gaming experience. To show off the world’s best camera in a smartphone to busy shoppers in a disruptive, engaging and fun way, we created a series of split-second, action-packed challenges, that brought the smartphone’s superior features to life in style – and made a real splash in the process.

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Game On

Knowing that product trial is key for mobile conversion, we turned people into players, immersing them in a virtual water fight to highlight the Xperia Z5’s impressive 5x zoom, 0.03 sec autofocus and low light camera features. Players attempted to capture the best shots while avoiding the water bombs, using motion-tracking technology and bespoke content created by our in-house creative technology team.

Shoot to score

We challenged people to capture as many perfect camera shots as possible, while doing battle in a colourful water fight. Every shot racked up their score, placing them on a leader board they could share on social media. Once they’d got hands-on with the Xperia Z5, we clinched the deal by driving them to local stores to purchase with an extra incentive tailored to their personal interests.


  • 101 days of live activity
    101 days of live activity
  • 3.2 million stop and watch
    3.2 million stop and watch
  • 82,000 hands on demonstrations
    82,000 hands on demonstrations