We've seen smartphone companies do wacky stunts to promote waterproof phones before (see Samsung's Underwater Selfie), but this one, from Sony Xperia, has got to be the most fun we've seen. The company built an "underwater store" in Dubai, opening it up last week for three days as a promotional stunt. Looking rather like a giant squid, the "store" was located on the seabed at a depth of four meters. Some lucky competition winners, VIPs and media were invited to set off with scuba gear. Once inside, they found themselves in a Wi-Fi-enabled environment, where they could stand on the sea bed with their heads above water and browse a range of Sony Xperia devices, artfully arranged on coral. The project was the brainchild of FP7/DVB Dubai (part of McCann Worldgroup), which is Xperia's regional agency.

Previously, Wieden + Kennedy also took things underwater to promote the phone, with a series of innovative apps that could only function when Xperia was submerged in H20.