Sony launched ‘NWZ-W27′ walkman sports mp3 player, a water-proof, all-in-one digital device with 4GB of internal memory. Designed specifically to withstand not just water but the sweat from intense workouts, the compact mp3 provides a perfect solution for everyone from the health conscious to performance sports athletes.
To showcase its waterproof capabilities, the marketing initiative re-purposes the ubiquitous vending machine into a unique sales portal for athletes looking for a new waterproof music player.
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,’ says kevin walker at draftfcb. ‘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.‘