Title | WALKMAN® HI-RES FIGURE |
Brand | SONY MARKETING (JAPAN) |
Product / Service | WALKMAN® |
Category | A02. Use of exhibitions and installations |
Entrant | BIRDMAN Tokyo, JAPAN |
Entrant Company | BIRDMAN Tokyo, JAPAN |
Advertising Agency | BIRDMAN Tokyo, JAPAN |
Advertising Agency 2 | DENTSU Tokyo, JAPAN |
Name | Company | Position |
---|---|---|
Shinya Seino | DENTSU INC. | Creative Director/Art Director |
Yasuhisa Nito | DENTSU INC. | Planner/Copy Writer |
Masahiro Miyakawa | DENTSU INC. | Producer |
Kouhei Ai | DENTSU TEC INC. | Producer |
Yuhi Suzuki | DENTSU INC. | Assistant Producer |
Kazuya Toda | TOHOKUSHINSHA FILM CORPORATION | Film Producer |
Ryohei Kaneko | TOHOKUSHINSHA FILM CORPORATION | Production Manager |
Roy Ryo Tsukiji | Birdman Inc. | Interactive Director |
Nobuaki Arikata | Birdman Inc. | Technical Director/Programmer |
Takeru Kobayashi | Birdman Inc. | Device Director/Programmer |
Daichi Shirai | Birdman Inc. | Device Engineer |
Keita Abe | Birdman Inc. | Device Engineer |
Kosei Motoyoshi | Birdman Inc. | Programmer |
Ryotaro Nakano | Birdman Inc. | Designer |
Yuya Murata | Birdman Inc. | Motion Designer |
Shojiro Nakaoka | BITZTREAM | Music |
Keisuke Hakomori | Freelance | Film Director |
Shinya Kaburagi | FRONTAGE INC. | Account Director |
Tsuyoshi Sone | FRONTAGE INC. | Account Director |
Promote to consumers the performance of a flagship product of the highest sound quality.
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.
・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.
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.