By Courtney Trenwith
Visitors had to scuba dive or snorkel to get to the Sony store at The World islands
Electronics giant Sony has set out to prove what its marketing says by creating the world’s first underwater store in Dubai.
Tablets, phones and other devices have been on display alongside shells and fake coral in an air-tight box that required ‘customers’ to scuba dive or snorkel to get inside.
Set off the coast of Lebanon island at The World islands, about 4 kilometres off Dubai, the store was open for three days as a marketing tool.
Sony spokesman Spyros Gousetis said experiential marketing had become increasingly important in the technology sector.
“Our moto is to be bigger, better, bolder in the way that we communicate and present our portfolio. That idea inspired the rest,” Gousetis said.
“We used one of the features of the phone – the water performance design – as a platform for [the store concept].
“We believe it’s absolutely a must, if we’re to be the top three mobile brands, to serve this consumer experience. It’s also part of the Sony vision, which is to inspire your curiosity.”
The store was set-up in Dubai because of its reputation for attracting innovative marketing, as well as the ease of transporting journalists from around the world to experience the store.
“Dubai is at the centre of innovation and global firsts,” Gousetis said.
Very Nice..to know.. Creative and Innovative.. Our good wishes to all the Organizers..
Regards and God bless. Dubai, and God bless U.A.E.