Launch the World's first 3D smartphone to men aged 25-35.

A fun and playful campaign centred on personal interaction with the new 3D handset brought to life through 4 key touch points. 'Playpods' at launch to create intriguing PR. Mobile 'Playteams' to interact with crowds on the move. A two-story 'Playhub' as home to the fully immersive 3D experience. Plus a 'Play Mobile', the World's first mobile smartphone demonstration vehicle, designed to reach people where play hubs can't.

2.7 million people were exposed to the brand engaging in over 150,000 quality interactions. Increasing buyer consideration by a massive 6%.