To promote its latest sports walkman mp3 player NWZ-W27, Sony highlighted its greatest attribute, water resistance, which it transformed into an imaginative packaging - the player is sold in bottles of water!
In cooperation with an advertising agency Draftfcb are for the latest Sony NWZ-W27 walkman sports mp3 player, that contains 4GB of internal memory, created a very special campaign. They turned an ordinary vending machine with drinks into a new communication and at the same time sales channel, intended for athletes who spend a lot of time in the water, such as swimmers. Combining two almost indispensable things for them - bottled water and an mp3 player - v "Bottled Walkman" thus, with a simple solution, they attracted the attention of the target group in a unique way and immediately convinced them of the central advantage of the new Sony product.
The purchase of an mp3 player, which is completely resistant to water as well as to the road during intense exercise, is now easily accessible to all those who will enrich their training, where they stay the most and when they need it.
