Sony hijacks vending machines to reach niche market with The Bottled Walkman via DraftFCB
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.
6 Comments
Nice. Love it. Beyond bored of people creating ‘unique’ or ‘interactive’ vending machines but this is really simple and with a clear product benefit at it’s heart. Thumbs up (from someone working in a rival agency. Let’s make 2104 the year that all Kiwi agencies stop bitching and moaning about each other?)
I’d really appreciate if you ad guys stopped putting things inside me. If this is aimed at swimmers, put something in a swimming pool. Or the sea. Or something.
Saw this at the gym here in Auckland. Was happy to finally see one of these vending machine concepts for real.
Hey Vending Machine, go for a swim at Temid Baths and you’ll see their decals in the pool at the end of each lane. Putting the product in vending machines is brilliant. Don’t hate on a great idea. Chur
Shut up and die Neville.
Putting a product in a vending machine is not brilliant.
Doubt wether someone who swims regularly enough to require the performance enhancing benefit of underwater music, would raid a vending machine? Even if it was for water, chilled, purified water is FREE AT ALL GYMS?
The ‘idea’ is average at best.