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CASE STUDY: SanDisk, Ducati Sponsorship Activity

Provided by smp
To maximise SanDisks sponsorship of Ducati Course MotoGP team.

What was the Challenge / Background of the Campaign?

Ultra & Extreme memory cards are SanDisk's High Performance category offering for the 'prosumer' and professional camera buyer, featuring industry-leading data transfer speeds, class-leading robustness & quality and, crucially for the environment in which they are used, unrivalled reliability. Nevertheless, by their nature, camera memory cards offer limited scope for creative representation, making brand differentiation a key challenge.

What was the Campaign Objective?

To drive increased recognition and purchase of High Performance products beyond the core professional market. To create a halo positioning for the High Performance range that will benefit the whole SanDisk Portfolio.

What was the Solution?

The Ducati Corse MotoGP Race Team was identified as an ideal partner for SanDisk; both are leaders in their field & together they create excellent brand synergy: style, design, passion, speed, performance, innovation. Plus, of course, Ducati imagery offered great scope for enlivening the SanDisk High Performance in-store materials. 2 promotions were developed; for independent photographic stores & for chain retailers. The launch event for all SanDisk distributors was held at the Ducati factory in Bologna.

What were the Results?

SanDisk brand awareness and in-store footprint increased throughout EMEA. High Performance products in-store increased the SanDisk footprint by up to 30% during the promotional period. The promotional and non-promotional co-branded SanDisk/Ducati materials were produced in 18 languages.

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BudgetReach & FrequencyTarget AudienceMedia Used
£101k to £250k'Prosumer' and professionals camera buyers across EMEA.
25 - 34
35 - 44
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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