When most technology companies say their products are “waterproof,” it seems like what they really mean is that they won’t die if they’re submerged for a minute, before you frantically fish it out. Sony, however, is pushing that favored tech trait to the next level: their new NWZ-W270 MP3 player is so waterproof, they’re selling it inside water bottles.
Not with a water bottle, physically submerged in it.
See for yourself:
An advertising technique conceived by Auckland-based DraftFCB, Sony’s product is being sold through vending machines in dozens of New Zealand pools and gyms, where the unorthodox campaign certainly places it above other water resistance products. While this MP3 player hit the shelves awhile ago, the new campaign style is definitely getting it more attention than it received at its initial release. Sony has marketed several of those in the past, such as the Xperia series of tablets and smartphones, but the Xperia advertisement definitely didn’t have this level of panache.
According to Mashable, DraftFCB says that selling the MP3 player submerged in water is not simply a “unique way to display the product,” but one that “instantly demonstrated its benefit.” The MP3’s worth as a waterproof device is clearly apparent, though its worth as an actual MP3 player is still something of a mystery.
You can find further information about Sony’s product and unorthodox new campaign here.
Source Mashable
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