Sony mobile sponsored Sweden biggest festival, Way Out West. Our brief was to get visitors to acknowledge new Sony Xperia Z. Quite a task considering most of the crowd are devoted iPhone users.

Apple have a strong following among this crowd. It's hard to 'borrow time' at a music festival because people are there to have a good time. Therefore our key was to provide something of real use.

The mobile traffic overload at an event like this is tough on the battery. Combined with heavy usage, the phone quickly run out of power.

Not only did we provide a place to charge, but also a replacing Xperia Z during the wait. That put our product into the hands of a crowd that knows quality, but rarely would give the Xperia brand a try.

Sony ranked first in spontaneous recall among all sponsors.

>10% in raised preference for Sony among Way Out West visitors.

Source: TNS SIFO