Agency: Haygarth
Country: UK

The Sony Wheel revolutionised the smartphone demo – bringing together never-before-combined physical, audio, visual and biometric technology to create a world-first consumer experience that was as educational as it was engaging.

Our innovative 3m-high, human-powered tread-wheel turned heads, changed attitudes and drove sales in a way that no normal demo could – with demonstrable impact across the entire consumer journey, achieving sixty times more reach than equivalent store activity and a brand preference increase of 250%.

Campaign strategy

In a smartphone market dominated by the duopoly of Apple and Samsung, Sony Mobile had a problem: despite Sony enjoying mass positive appeal in other categories, preference for their mobile brand remained stagnant. What's more, only a small percentage of UK consumers knew that the brand even made smartphones, let alone that they were some of the best in the market.