A recent campaign for the Sony Xperia Z by PHD UAE (Omnicom Media Group), together with FP7, has been named the most effective entry in the Telecommunications/Mobiles and Internet category at this year’s Effies MENA Awards.

Held last night at Jumeirah Zabeel Saray’s Music Hall, this competition is one of the most important for a media agency like PHD, which treats effectiveness as the key priority. The award was given for its augmented reality activation at Dubai’s Mall of the Emirates.

A market first in the region, the activation utilized the gaming assets of a popular Sony PlayStation game, using the Xperia Z handset as the controller. The game was augmented, as users as users would be immersed into the game itself, showcasing the phone’s unique features. Impressively, the Xperia Z Ultra sales increased by 86% during the week of the augmented reality activation verses previous week in Mall of the Emirates.

“This award celebrates our dedication to innovation and utilizing the latest technology. Our passion for challenging the status quo and pushing the boundaries is evident through our work.” says Elda Choucair, Managing Director of PHD UAE

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