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CASE STUDY: Delivering 'more' to SanDisk®'s retailers worldwide

Provided by smp
We developed a new channel Marketing communications positioning to appear across a suite of point-of-sale material

What was the Challenge / Background of the Campaign?

SanDisk® is the retail market leader in flash memory cards and USB flash drives, selling over 1 billion memory cards in the last 10 years. With in-store becoming the most aggressive marketing battleground, SanDisk has to rely more on the communications it uses in-store to create a sense of brand, reinforce points-of difference & persuade more Shoppers to choose SanDisk. We were asked to develop a new global channel marketing communications positioning to appear across suite of point-of-sale material to help shoppers choose the right SanDisk product for their needs.

What was the Campaign Objective?

Use in-store activity to create a sense of brand, reinforce points-of difference & persuade more Shoppers to choose SanDisk. SanDisk communication material needs to work across many markets and languages, so we needed to develop point-of-sale templates that were flexible, adaptable and with simple, clear language.

What was the Solution?

We developed the 'more' campaign, a global channel marketing communications positioning for all in-store communications. It was introduced to 95 distributors and 113,000 storefronts in 128 countries. The 'more' campaign deliberately moved the creative focus from what SanDisk products do, to the benefits they have in peoples' lives. It added value to all in-store point-of-sale by highlighting the emotional benefits of using SanDisk products and reinforcing this with their market leading technical superiority.

What were the Results?

'More' has been accredited with delivering a better experience for shoppers and increasing sales for retailers. The 'more' campaign demonstrated strength and understanding of the market, resulting in SanDisk being offered more category leadership opportunities within leading EMEA retailers.

What were the Key Learnings of this Campaign?

This is what two of SanDisk's retailers had to say about 'more': "The SanDisk 'more' themed point-ofsale installed in our store is helping us create overall awareness of SanDisk's high performance memory cards, placing emphasis on the best-fit card to the cameras we sell, and thereby maximising up-sell potential." Chris Gardner, Concession Manager, Harrods, United Kingdom "Very nice layout, very educational. Very good idea to show the host devices corresponding to each card corresponding to each kind of usage" Michel Cornet, National Memory Card Buyer DARTY, France

BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k95 distributors and 113,000 storefronts in 128 countries
16 - 24
25 - 34
35 - 44
Male
Both
ABC1
RETAIL MEDIA
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONAL, GLOBALAll YearBUILD AWARENESSSALES PROMOTION
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