Sony - "The Bottled Player"

FCB New Zealand

FCB New Zealand Auckland, New Zealand

Awards

16086

Brand: Sony
Country: New Zealand

Advertiser: Sony Corporation of America

Title	The Bottled Player
Agency	FCB New Zealand
Campaign	Sony waterproof MP3 player
Advertiser	Sony Corporation of America
Brand	Sony
Date of First Broadcast/Publication	2014
Product	Waterproof MP3 Player
Business Sector	TV, Hi-Fi, Video, Personal Stereo & Accessories
Philosophy	So DraftFCB Auckland hijacked something they'll find in every gym the world over, vending machines, by combining the product with bottled water. In doing so DraftFCB created a world first - The Bottled Walkman. This simple packaging innovation gave Sony a unique way to display the product, which instantly demonstrated its benefit. And transformed the humble vending machine into a conversation starter, a media portal, and a distribution channel that completely removed the barriers to purchase. Allowing swimmers to buy the product right there and then, as easily as buying a bottle of water.
Problem	With the Sony waterproof MP3 player, swimmers can now enjoy the performance enhancing benefit of music while they swim. It's something every serious swimmer would want, but the challenge was getting the attention of this niche market.
Media Type	Case Study
Length	105 seconds
Regional ECD	James Mok
Media Manager	Rachel Leyland
Digital Campaign Manager	Charlotte Broadbent
Social Campaign Manager	Georgia Boyce
Senior Digital Producer	Nick Niblett
Digital Director	Stephen Pearson
Senior Mac Operator	Harmen Kamsteeg
Senior Mac Operator	Hylda von Dincklage
Head of Craft	Nick Smith
Account Executive	Alisha Thomas
Head of Production	Eric Thompson
General Manager of PR	Angela Spain
Executive Creative Director	Tony Clewett
Executive Creative Director	Regan Grafton
Creative Team	Melina Fiolitakis
Creative Team	Kevin Walker
Account Director	Michelle Koome
Media Planner	Sarah McEwan
Art Buyer	Kelly Gillard
Photographer	Lewis Mulatero
Designer	Michael Braid
Advertising Manager	Peter Buckton