mobile

I cracked my phone last week and am trying to get a replacement with my 2 year protection plus plan. The Sony representatives are asking for a serial number. I've checked the box and there is no mention of a serial number or s/n number. I've pulled out the scroll from the side flaps and it has a bunch of numbers but the representative has no idea which one is the s/n. can someone confirm which number is the serial that Sony is looking for ?