Sony Walkman is Reborn

Sony Walkman is Reborn

Starting mid November, the advert concentrates on the theme that music is an addiction and the new Sony Walkman is your way to feed that addiction. The TV campaign is a series of executions that witnesses the new Sony WALKMAN grow from a ‘pill’ sized version of itself into the real product, while a voiceover warns the viewer of the mysterious power and potential addiction to the product.

Supporting the TV campaign is a comprehensive print campaign running across a wide range of media. The copy and graphics in the print creatives imply the effects the new Sony WALKMAN can have on your life. The creatives are also reflected in stores in the point of sale materials and interactive demonstration pods, where visitors will have the opportunity to sample the players.

David Patton, Senior Vice President, Marketing Communications Europe stated:

The new Sony Walkman is a genuinely like no other product. It’s unique design and powerful functionality will set it apart in the market this Christmas.

26 years after its launch, Sony is again redefining portable music with its new Walkman featuring ergonomic designs and an exciting range of intelligent features.