Problem:

How do you make an excellently engineered but essentially generic device appeal to people’s individual tastes?

      Solved:

We were able to draw people in by telling them their music was a destination.
It was somewhere in their owns heads and the Sony Walkman was the perfect vehicle to take them there. Demand was unprecedented with 2,000 units sold
over the 4 week Dubai Shopping Festival promo period, which Sony decided to capitalise on by ordering another 2,000 T-shirts to keep the impact alive.

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