MP3 player goes for 'guerilla' approach

Local MP3 player manufacturer Creative Technology has embarked on a through-the-line assault to announce its latest player, Zen Neeon 2 - touted as an alternative challenger to Apple's video iPod.

Tapping into its regional messaging, 'Find your music a mate', the campaign seeks to position the player as the perfect complement to each individual's unique personality.

"We are marketing our new Zen Neeon 2 as the most personalised MP3 player available today. Zen Neeon 2 gives our consumers the infinite freedom to confidently express their individuality," said a spokesperson from Creative Technology.

Aside from the above-the-line executions, the touchstone of the campaign is a 'guerilla' product showroom, in the form of Clear Channel Singapore's flagship bus shelter outside youth-friendly Plaza Singapura.

Decked in colourful banners, holographic back panels, wrapped seats and standees of iconic Creative caricatures - created by 10AM Communinations - the shelter aims to engage its youthful target audience in an interactive waiting zone. "Just like the many faces depicted on the bus shelter, with their favourite music genres, (consumers) can display their own uniqueness with our new MP3 player," the spokesperson added.

In addition, an entire pillar of the shelter was transformed into an information stand, complete with product take-outs and information brochures. "Our flagship shelter concept with Clear Channel allows us to showcase our new product and also map out the path (of purchase) which guides the public to our retail outlet at Plaza Singapura," said the spokesperson.