Sony Walkman: SONG SWIMMER

Credits & Description:

Type of entry: Promo & Activation: Digital & Social
Category: Use of Social Audience in a Promotional Campaign
Advertiser: SONY
Product/Service: WALKMAN SERIE W DEPORTIVA NWZ - W273
Agency: McCANN ERICKSON BUENOS AIRES Buenos Aires, ARGENTINA

Client: SONY
Product: WALKMAN SERIE W DEPORTIVA NWZ - W273
Entrant: McCANN ERICKSON BUENOS AIRES Buenos Aires, ARGENTINA
Type of Entry: Promo & Activation: Digital & Social
Category: Use of Social Audience in a Promotional Campaign
Entrant Company : McCANN ERICKSON BUENOS AIRES Buenos Aires, ARGENTINA
Advertising Agency : McCANN ERICKSON BUENOS AIRES Buenos Aires, ARGENTINA
Production Company : SAKE Buenos Aires, ARGENTINA

Executive Creative Director: Chavo D Emilio (Mccann Buenos Aires)
Creative Director: Ezequiel Rocino (Mccann Buenos Aires)
Copywriter: Ezequiel Rocino/Diego Livachoff/Chavo D Emilio (Mccann Buenos Aires)
Art Director: Fernando Torres/Guido Risoli (Mccann Buenos Aires)
Agency Producer: Federico Salday (Mccann Buenos Aires)
Account Director: Paula Montes (Mccann Buenos Aires)
Account Executive: Agustina Giffi (Mccann Buenos Aires)
Director: Diego Fried (Sake)
Executive Producer: Pedro Saleh (Sake)
Producer: Nicolás Ferrero (Sake)
Chief Production: Esteban Budassi (Sake)
Photographer: Nahuel Varela (Sake)
Editor: Tanci Molina (Sake)
Post Production: Federico Castro (Sake)
Music: Martin Manzur (Sake)
Sound: Jesica Suarez (Sake)

Describe the brief from the client:
Sony launched its new Sony´s W Walkman Series, the only submersible MP3 player on the market.
Our challenges:
People get bored swimming and that is detrimental to their training objectives.
Swimmers don´t believe that they can hear music under the water.
Our opportunity was to focus on the differentiating the product in a very striking way turning it into a big benefit: music shortens distances.

Promotion Development:
We asked Martin Carrizo, a professional swimmer who failed in his previous attempt to cross the widest and wildest river in the world (the Río de la Plata, 30 miles) to make a new attempt, but this time using Sony´s W Walkman Submersible Series, just to prove that music shortens distances by transforming miles into songs.
Through Twitter people proposed thousands of songs to help Martin in his challenge. We developed an application that administrated the playlist, monitoring the swimmer performance and climate context, to transmit through the headphones the songs according to the physical needs each moment required.

Results:
• More than 10,000 tweets proposing songs for the swimmer
• People followed the river cross online.
• USD 400,000 in spontaneuos media.
• Sony´s W Walkman Submersible Series stock sold out on the launch day sale.

Relevancy to Product/Service:
Extreme empowering of product benefits

- We demonstrate that music shortens distances, making the impossible possible, like hearing music under the water.

• We focus on the experience of the consumer without distracting the attention from the product.
• It contributes to the building of the brand by communicating its purpose to “Be Moved”.