Real objects such as stained glass tiffany lamps and giant glass marbles were displayed in the cases, which were overlaid with a poster, showing off the camera under the 'Definition of life' concept.
The campaign was developed by TBWA and creative director Rudi Leung said that outdoor was chosen because during the holiday season most people would be out and about, not at home. "It's also a case of 'what you see is what you get'," he said.
Added Maria Sin, Sony marketing communications manager: "With the interactive approach, people can feel the relevance of our products to their lives, and thus benefit to our sales in return."