Where: TMW Unlimited

When: February 2015

In 2014, Sony Xperia had some of the worst retention rates in the smartphone market. People weren't sticking with the brand when they upgraded, so I worked on a retention and referral programme to boost brand loyalty.

The idea was to prove that an Xperia was more than just a handset; it was a way to access the best of Sony’s tech.

Instead of just listing specs, the copy focused on real-world perks like playing PS4 games on the move, a battery that actually lasted two days and the fact the handset could survive being dropped in water.