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 | |
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 |