Those who visited the JK Iguatemi shopping mall in Sao Paulo between October and December 2013 experienced the kind of store never before seen in a shopping mall, or anywhere, for that matter. To help promote the launch of the Xperia Z1 waterproof phone, Sony partnered with iris router to create the first underwater store in Brazil, the Sony WaterStore.
The Sony WaterStore consisted of a 1 ton tank filled with 9,000 liters of water in which professional divers demonstrated the smartphone while fully submerged. Shoppers could enter the store, right next to the water tank, and have the sensation of being underwater while being served by underwater sellers.
The store was open for 40 days, and underwater sellers worked a total of 516 hours. In terms of results, the store saw more than eight thousand visitors, 22% more than expected, netting 16,000 product experiences. A launch press event garnered almost $1 million in free media coverage which iris router claims delivered 130 million impressions. They probably sold some phones, too, but they aren’t sharing how many.
As shopping mall stunts go, this is a pretty spectacular one. Check out the case study video below.
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