If you’ve ever dreamed of listening to music while swimming, Sony made sure that this dream finally became a reality. With the help of Auckland advertising agency DraftFCB, Sony vending machines have been strategically installed on the streets of New Zealand. The brand’s long-lasting and pioneering Walkman sub-brand has created a new waterproof MP3 player designed to enhance the experience of listening to music while swimming. The target niche is precisely defined; professional swimmers are preferred customers (as it’s indirectly stated in commercial).
However, their attention is difficult to attract and retain, so the brand made great effort by creating the world’s first Bottled Walkman.
This accessible and trending business approach provides necessary exposure for the intent of their visual display. Sony’s newest MP3 player is sold inside individual containers of water to promote that they have the utmost confidence in their 100% waterproof claim.
Dubbed the “Bottled Walkman”, these vending machines are placed near where Sony’s intended target demographic might gather; including gyms, shopping malls, and sporting arenas.
Part of the advertising strategy is to point out the competitive advantage Sony’s MP3 player inhabits in comparison to one of their largest competitors, Apple. There is no denying that Apple is beautiful, but beautiful things are often fragile.
Drop an iPod a few inches from the ground, and the screen resembles an intricate spider-web. Love belting out Mariah Carey in the shower? Not with an Apple MP3 player. The tiniest amount of condensation can completely ruin the speakers.
Sony solves these issues, and dives into a frontier where no other music device dare go, underwater.
Now swimmers have the option of listening to music while working on their stroke, something that wasn’t possible before. The Bottled Walkman successfully opens up a broader sporting consumer base.
For $100, individuals might be hesitant to stuff a Benjamin inside the cash feeder for a product filled with water. However, the decision might become easier once your iPod decides it has had enough of your sweaty gym session or off key shower serenade.