Title | THE BOTTLED WALKMAN |
Brand | SONY NEW ZEALAND |
Product / Service | PRODUCT LAUNCH - RETAIL ADVERTISING |
Category | A04. Product Launch/Re-launch/Shopper Marketing |
Entrant | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency | FCB NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
James Mok | FCB New Zealand | Asia Pacific Executive Creative Director |
Tony Clewett | FCB New Zealand | Executive Creative Director |
Regan Grafton | FCB New Zealand | Executive Creative Director |
Melina Fioltakis | FCB New Zealand | Creative |
Kevin Walker | FCB New Zealand | Creative |
Michelle Koome | FCB New Zealand | Account Director |
Rachel Leyland | FCB New Zealand | Media Manager |
Sarah Bymolt | FCB New Zealand | Media Planner/Buyer |
Angela Spain | FCB New Zealand | General Manager Manager Pr |
Alisha Thomas | FCB New Zealand | Pr Account Executive |
Eric Thompson | FCB New Zealand | Production Director |
Kelly Gillard | FCB New Zealand | Agency Producer |
Nick Smith | FCB New Zealand | Head Of Craft |
Michael Braid | FCB New Zealand | Designer |
Harmen Kamsteeg | FCB New Zealand | Senior Finished Artist |
Hylda Von Dincklage | FCB New Zealand | Senior Finished Artist |
Steph Pearson | FCB New Zealand | Digital Designer |
Nick Niblett | FCB New Zealand | Senior Digital Producer |
Georgia Boyce | FCB New Zealand | Social Media Campaign Manager |
Charlotte Broadbent | FCB New Zealand | Digital Campaign Manager |
With the Sony waterproof Walkman swimmers can now experience the performance enhancing benefit of music while they swim. It’s a groundbreaking product yet after a traditional launch campaign, sales in New Zealand remained extremely disappointing. The brief from Sony was to raise the profile of this little known product, in order to drive sales to a disparate audience of swimmers.
To do this, we flipped the electronics category on its head by placing the product in bottled water, to create a truly unique packaging innovation. The Bottled Walkman. Because it was such a unique solution, we could not project response rates, but Sony tasked us with lifting Jan/Dec sales by 20% (on top of the typical 10% Christmas lift).
Because it was such a unique item, word of The Bottled Walkman spread across the globe. Reaching a potential audience of more than 672 million people across print, broadcast, online and social media. This exposure saw sales of The Bottled Walkman increase by 400% (target of 20%), taking it from being the 30th to the 3rd most purchased Sony product. Sony New Zealand completely sold out of all available stock in the country, and their next shipment has already sold out a month in advance.
Sony are the originators of innovation. So this innovative solution was completely in line with the brand ethos. The Bottled Walkman was also a powerful product demonstration that instantly highlighted the key benefit of the product. By placing it in a drink bottle, it connected us with hydration, another swimming essential. This then allowed us to stock them in vending machines, something swimmers will find in every fitness centre the world over. Removing the barriers to purchase, and placing the product right where they need it the most.