THE WHEEL

CHALLENGE: Launch the new Sony Xperia smartphone with an experience that puts its impressive (yet underrated) spec on the map.

IDEA: We reinvented the wheel. Combining the simple concept of a hamster wheel with cutting-edge technology, we brought the industry leading spec to life in the most unexpected and disruptive way - inviting shoppers to power their own Xperia education. The result was a world-first experience that revolutionised the smartphone demo as we know it. And by tapping into the power of gamification, we invited customers to not only see, but feel the benefits of the phone in their everyday lives.

ROLES: Concepts & Copy.

AWARDS: MAA Gold for 'Best Innovative Concept' and double Golds for 'Use of Innovation' and 'Telecom, Utilities and Technology' at the IPM Awards 2016.

SPEC-TACULAR, SPECTACULAR

The Wheel came to life as a seamless digital-physical experience, with mini installations surrounding the main attraction to bring to life the phone’s industry-leading spec. From next level sound to the best underwater camera in a smartphone - the full 360 experience was a game-changer for the brand, upping sales and shifting perception with every spin of the wheel.