sony sells waterproof 4GB mp3 walkman in bottles of water
sony sells waterproof 4GB mp3 walkman in bottles of water sony sells waterproof 4GB mp3 walkman in bottles of water
feb 12, 2014

sony sells waterproof 4GB mp3 walkman in bottles of water

sony to sell waterproof 4GB mp3 walkman in bottles of water
all images courtesy draftfcb




since launching at the 2013 CES in las vegas, sony approached auckland-based advertisment agency draftfcb to help produce a campaign for their ‘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 new zealand. ‘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.




‘this simple packaging innovation gave us a unique way to display the product, which instantly demonstrated its benefit. it also transformed the humble vending machine into a conversation starter and a distribution channel, allowing swimmers to buy the product as easily as they’d buy a bottle of water,’ he adds.

sony to sell waterproof 4GB mp3 walkman in bottles of water

  • Genius idea!

    Mojojojo says:
  • totally brilliant marketing

    dbkii says:
  • One more sign that Sony is cool again.

    Raphaël says:
  • I remember they said their tablet was also water proof… They even had some dudes in adds throwing some drops of water “see? no problem, its waterproof!” then some months later they said it wasn´t completly waterproof… Fail.

    what? says:
  • Excellent marketing idea.
    But, what about sustainability and water consumption ???

    Naknak says:
  • Clever bit of packaging design, but can you drink the water afterwards? I’m not being facetious – not sure how many of these vending machines they will be rolling out (or is this just a concept?), but if the water is “non-potable” then that’s a going to amount to a lot of wasted water….

    Dom Bromley says:
  • This is an awesome device. I am a swimming fanatic and I will definitely be buying one. I also have to say that displaying it in bottled water in a vending machine was brilliant. I probably would have doubted buying one if I hadn’t seen that.

    Theresa says:

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