DraftFCB drops Sony MP3 player into water — UPDATED

  • PR
  • January 21, 2014
  • Damien Venuto
DraftFCB drops Sony MP3 player into water — UPDATED

Quite often, PR stunts employ little more than shock tactics to get people to notice a product or a service. This was seen locally when Xbox dropped a console into a shark tank and it has become something of commonality in the States, where such stunts have resulted in not one but two elephant deaths.

Rather than adopting the shock-inspired approach, DraftFCB has instead chosen to use a PR stunt to show off the utility of the new Sony waterproof MP3 player.

The Auckland-based agency dropped the products into bottles of water and then placed them into vending machines located in areas where the target market would be likely to pass them.

In addition to catching the attention of the media, this novel approach also created a unique direct marketing opportunity in the sense that it put the product in front of potential buyers in places where they were most likely to use it.

"It's quite a niche product targeted particularly at swimmers so we thought, let's do something so we can get right in front of the target audience," says DraftFCB executive creative director TonyClewett.

The agency targeted the top dozen swimming gyms in Auckland with the bottled walkmans, in a vending machine that has so far been in two gyms, he says. It also used decals around the pool and gym showers.

Clewett understands several dozen have been sold since the vending machine went into the first gym before Christmas. He says Sony will assess the results of the initiative before deciding to take the idea further.

This type of packaging isn't unique however. For several years, Festina has been packaging its watches in water as indication of the faith it has in the product. 

It should also be noted vending machines in the States often sell electronic goods from major corporations such as Best Buy.  

So, in a sense, DraftFCB has conflated these two innovative concepts to create something that hasn't been done before.    

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Comms Council announces The Pressie Awards

  • Awards
  • August 23, 2019
  • StopPress Team
Comms Council announces The Pressie Awards

The Commercial Communications Council has announced The Pressie Awards are back for a second year, after launching in 2018 as the PRESCom Awards.

Read more
Next page
Results for

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2019 ICG Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.


Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit