Sony Walkman NW-E100 Online Advertising
Challenge
In an attempt to reclaim a stake in the portable music player market, Sony launched a new line of digital WalkmanŽ devices that targeted the base of mobile music users aged 16 to 30 years.
Solution
Through the use of energetic lifestyle and product imagery, this campaign communicated that there is a more feature-rich alternative to the entry-level marketplace leader (Apple's iPod Shuffle) by highlighting the Sony NW-E100's advantages of extended battery life, LCD for viewing the track information and the ability to create your own playlist.