Sony hijacks vending machines to reach niche market with the Bottled Walkman via DraftFCB NZ
Case Study: 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. 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.
3 Comments
Sounds fishy.
Love the idea. To the point really. Isn’t this what advertising is about?
Can you let me know how to find out how we can get this product?