Results and Effectiveness

・The ZX-1, which was the target model, sold out. Additional production runs were added. ・The campaign was covered by a large number of media outlets, including terrestrial broadcasting. ・The campaign was also covered by a lot of media outlets that focus on gadgets and devices.

Creative Execution

As the good quality of sound cannot be seen it is difficult to portray the actual sensation. As such, we used the power of sound to vibrate an object covered with sand, which resulted in the formation of mysterious-looking patterns (Chladni figures), and were thus able to “visualize” high-quality sound. By interweaving this with a production of music and light, we aimed to create an experience that had never been seen by anyone. 49 sand-covered square panels (about 1m X 1m) were set up. Light and the sand covering the panel reacted to the sound of the Walkman and various patterns were formed in the sand. The panels were displayed in an exhibition space within Midtown where about 100,000 people come and go a day. The exhibition was crowded with people every day. It should also be noted that the event was carried out smoothly, as planned.

Insights, Strategy and the Idea

In response to the direction of the evolution of the iPod as a “magical box that can do anything,” we shifted the battleground for the Walkman to emphasize “a special-purpose device for those who love music.” The high-quality sound of the Walkman, which supports high-resolution audio, etc. was visualized using a technique called Chladni figures (patterns formed by using the principles of the natural vibration frequency that occurs between sound and a material substance.) A device capable of producing the mystical, geometric patterns was set up at Tokyo Midtown and PR activities were carried out.