Titulo | The Bottled Player |
Agência | FCB New Zealand |
Campanha | Sony waterproof MP3 player |
Anunciante | Sony Corporation of America |
Marca | Sony |
Data da primeira Transmissão/Publicação | 2014 |
Produto | Waterproof MP3 Player |
Sector Empresarial | Televisão, alta-fidelidade, vídeo, equipamentos de música e acessórios |
Filosofia | 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. |
Problema | 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. |
Tipo de Mídia | Case Study |
Comprimento | |
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 |
Executivo de contas | Alisha Thomas |
Chefe de produção | Eric Thompson |
General Manager of PR | Angela Spain |
Director executivo criativo | Tony Clewett |
Director executivo criativo | Regan Grafton |
Equipa criativa | Melina Fiolitakis |
Equipa criativa | Kevin Walker |
Director de contas | Michelle Koome |
Planejador de Mídia | Sarah McEwan |
Art Buyer | Kelly Gillard |
Fotógrafo | Lewis Mulatero |
Designer | Michael Braid |
Director de publicidade | Peter Buckton |