Apple and Samsung share more than 80% of the Middle East mobile market. To launch Sony Xperia Z3, the first ever fully waterproof mobile range, we had to steal attention away from them. THE WORLD’S FIRST UNDERWATER STORE opened five metres under the sea off the coast of Dubai, offering a magical environment for up to 8 people at a time to discover the Xperia Z3 – and demonstrating its waterproof feature in an unforgettable way. Fully breathable, the store was even Wi-Fi enabled (an underwater first) so visitors could share with the world live.