If ever there was a marketing campaign that cut to the chase about why the product is great, it‘s this one by Sony.
Last year, Sony introduced the world to their latest Walkman-range MP3 player – a small, cleverly designed MP3 player that is also waterproof.
The device, which has inbuilt headphones, was marketed as the perfect device to use when exercising, as it can fend off water and sweat. So whether you are doing a few laps on the pool, or having an intense cardio work out, you needn‘t worry about getting moisture on your device.
However, even though the promise a waterproof MP3 player, that allows you to take a dip in the pool while listening to your favourite song was appealing to some, most people thought it rather strange.
Could this device really be waterproofed enough to go swim with? Will it cope being completely immersed in water?
Well, in fact, it can – and Sony was out to prove it with a genius marketing campaign.
Sony enlisted the services one of the world‘s leading advertising agencies, DraftFCB‘s New Zealand branch, to help come up with a campaign that will make people sit up and listen. And boy did they do that and then some.
The idea targeted things that are present in gyms world wide; vending machines. In vending machines in gyms across New Zealand, Sony placed their waterproof MP3 player… submerged in a water bottle.
Thats right, in order to prove that the MP3 player truly is waterproof, the device was sold along with a water bottle (or rather in a water bottle).
Needless to say, the campaign garnered a lot of media attention and firmly put the Sony Walkman-range waterproof MP3 player on the map.
Check out the video about the campaign in the video below:
Source: The Next Web
