Sony’s W Sequence Walkman is a barebones MP3 participant with one key promoting level: it is waterproof. However that may be a troublesome factor to spotlight on retailer cabinets — at the very least while you’re restricted to conventional retail packaging. For its clients in New Zealand, Sony determined to attempt one thing completely different. With the assistance of advert agency DraftFCB, the corporate got here up with an excellent plan to assist set its product other than alternate options like Apple’s iPod shuffle. The earbud / MP3 participant combo comes packaged inside a full bottle of water, a intelligent advertising tactic that instantly highlights its waterproof development.
From there, Sony focused on product placement for this “bottled Walkman,” promoting it in merchandising machines at gyms and indoor pool amenities. This made it potential for shoppers to purchase an MP3 participant alongside their regular exercise refreshments — however at a price a lot increased than your common bottle of Gatorade.
