In a bid to show that its W series MP3 Walkman is waterproof, Sony has packaged the device in a bottle of water, tagging it the bottled Walkman
The Sony Walkman NWZ-W270 was launched last year January at the CES 2013 and hired New Zealand based advertising firm DraftFCB, to come up with a suitable campaign to demonstrate its capability and set it apart from rival player the iPod Shuffle. It sure did.
DraftFCB came up a clever way to promote the product by selling it in water bottles through vending machines at pools and gyms in New Zealand.
According to Kevin Walker at Draftfcb, ‘When Sony briefed us on the ‘W’ series sports Walkman, its first wearable, wire-free, and waterproof mp3 player, it quickly became clear that swimmers were our ideal target. We needed to get it somewhere swimmers couldn’t ignore it – right where they needed it the most.”
“So we hijacked something they’ll find in every fitness centre the world over: vending machines. in order to do this, we placed the product in bottled water, something else every swimmer needs, and in doing so created the perfect product demonstration,” he added.
“By combining the product with bottled water, we’ve created a world first — the Bottled Walkman. This simple packaging innovation gave us a unique way to display the product, which instantly demonstrated its benefit,” says DraftFCB in a video showcasing the campaign.
