Recently revealed at the Consumer Electronics Show, Sony utilised creativity founded on strategic thinking to promote its new waterproof MP3 player. 

The Sony Walkman MP3, which is waterproof, is housed in a bottle of water – directly highlighting the products functionality – and was made available in vending machines stationed at swimming pools across New Zealand – promoting it in an arena where it’s target consumer is most likely to consider purchasing.

This intelligently creative approach was also founded on the insight of the motivational benefits music provides athletes; all-in-all delivering a launch campaign that highlighted functionality and emotional appeal … and carried the priceless ‘cool factor’!

Remy Le Fevre is an account director at Hill + Knowlton Strategies