Sony Opens World’s First Underwater Xperia Aquatech Store
While most companies pay a premium price to get real estate in popular malls to utilise their high foot fall, Sony is taking a very different approach. Recently, Sony opened its first of a kind underwater store called the Xperia Aquatech store. It is a promotional activity carried out by the Japanese company in Dubai, or rather 4 metre under sea level near the city.
The underwater store is only open to some lucky competition winners, a few people from the media and some special Sony VIPs. The three-day long event aims to demo the marine capabilities of some of Sony’s water-proof devices and most of all, build publicity.
Sony provided scuba training and dive instructor guides to help people reach the store, along with a boat. They also provided waterproof cases for people who owned an Xperia Z3 or Z3 Compact phone, because they are only waterproof up to 1.5 metres for fresh water.
Well, what can we say. Of course, the whole point of this marketing exercise is to underline Sony’s innovation and commitment to making waterproof devices. The whole experience looks extremely pricey and also little risky, but it definitely is very out of the box and should bring about a lot of viral heat.