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Promotion with a capital "P" - Sony underwater shop in Dubai

Listen to this article It has been known for a long time that there is fierce competition in the market of all electronic devices. Products, apart from the fact that they should be better than those created by the competition, must also be properly promoted. It often happens that a product does not have to
Published: December 10, 2014 - 20:55
Updated: July 22, 2023 - 09:10
Promotion with a capital “P” – Sony underwater shop in Dubai
Listen to this article

It has been known for a long time that there is fierce competition in the market of all electronic devices. Products, apart from the fact that they should be better than those created by the competition, must also be properly promoted. It often happens that a product does not have to be good to find its buyers with the help of a successful advertising campaign.

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You can’t deny the fantasy and originality of the Sony brand, which decided to open an unusual stand… under water!

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This is the point that the electronics giant Sony has decided to open on one of Dubai’s beaches. What better way to promote waterproof smartphones than by inviting customers to shop underwater?

Anyone who wanted to visit this unusual Sony spot had to first undergo a quick training session and then jump into their diving gear and simply swim to it. The stand is, of course, only one point of the advertising campaign and was only set up for a few days.

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What a pity! Maybe it would have caught on? There would certainly be no shortage of people who would like to buy a phone in such unusual circumstances.

According to available information, the shop was located at a depth of 4m. It was possible to reach it after having gone through a training course, with the help of a suitably qualified guide, who watched over the safety of the participants in this unusual promotion.

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Unfortunately, those who were hoping that the new Sony devices would have a range of the aforementioned 4m must cool their ardour. Even before entering the water it was advised not to immerse the phones to such a depth.

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Information about the costs of organising the whole event has not been disclosed, of course. Certainly, it is not a small amount and probably no one was expecting to recoup the costs. Some things are done to show off in the wider world and build a certain brand image.

Source: Twitter/XperiaAquaTech

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About author

Tomasz Andrukajtis
Editor-in-chief of the DIVERS24 portal and magazine. Responsible for obtaining, translating and developing content. He also supervises all publications. Achived his first diving certification – P1 CMAS, in 2000. Has a degree in journalism and social communication. In the diving industry since 2008.
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