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Without the big budgets of its competitors, we drove awareness that Sony makes smartphones by borrowing the brand's entertainment credentials to develop a fully immersive experience. Taking the ground-breaking features of the newest device, the Xperia XZ2 (which incorporates the best Sony technologies– from Bravia TVs to PlayStation), we created three 360º sensory pods labelled 'SEE', 'HEAR' and 'PLAY'.

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Movie buffs experienced the full impact of Sony's Jumanji trailer on the XZ2's Full HD+ HDR display in our jungle-themed SEE pod. Meanwhile, in our noise-cancelling HEAR pod, music lovers heard just how powerful the XZ2's S-Force Front Surround speakers were when playing a music video.


Knowing the majority of our audience own PlayStations, we made sure our PLAY pod delivered against their high expectations. To demo the new DVS feature, which makes the handset vibrate to music and audio, shoppers stood on racing plinths synced to a popular motorsport game on their devices. These plinths vibrated with the action to dramatise the effect of the DVS.


We left nothing to chance with this experience. Using SMART targeting, we profiled people who owned the Sony brand but not Xperia, and created a campaign that heroed the same technology they'd fallen in love with in other products. We found out where they were most likely to shop and cross-matched this with mobile retail stores where store staff had been trained by Sony and exhibited pro-Sony behaviour. This targeted approach delivered impressive sales and reach for the brand.


  • 467% Average increase in XZ2 sales
    467% Average increase in XZ2 sales
  • 1,450,000 Shoppers reached
    1,450,000 Shoppers reached
  • 7,430 Visits to the stand
    7,430 Visits to the stand
  • £93K spent on the xperia handset
    £93K spent on the xperia handset
  • 800% increase in XZ2 sales in merry hill
    800% increase in XZ2 sales in merry hill