How we accelerated awareness of SanDisk®'s High Performance memory cards.
SanDisk, the global leader in flash memory cards and USB flash drives, includes SanDisk Ultra® and SanDisk Extreme® memory cards within its High Performance line of photography products. Prior to our engagement, there had been limited awareness of their benefits, resulting in a low share of category mix, lost revenue and missed margin opportunities.
The company wanted the cards to be known for performance and innovation, and believed that this would benefit both the cards but extend a halo effect to the whole of their portfolio. To make this happen, SanDisk entered into a sponsorship agreement with the Ducati Corse MotoGP Race Team - a unique synergy since both represent passion, speed, performance and innovation, and use a distinctive red.
To leverage this relationship, we developed a fully integrated campaign designed to drive both listings of the SanDisk High Performance range and sell-out.
Sample point-of-sale displays, merchandise and promotional materials were presented at the Italian launch event. Following the launch, we developed two added value promotions for the EMEA region - one for chains and another for independent photographic retailers. Our Space Planning tool was used to provide range and performance upsell recommendations for the independent retailers. Each campaign was supported by dedicated microsites featuring exclusive SanDisk-Ducati downloads and race updates. Data from the promotions was then fed into an ongoing CRM campaign.
A significant increase in brand awareness, coupled with up to 30% incremental permanent facings in-store has established the SanDisk High Performance line as a mainstay sub-category in the Memory Fixture. Ducati Corse won the MotoGP in 2007 and became World No.1! SanDisk entered into a new Technology Partnership with Ducati in 2012.
Through their association with Ducati, SanDisk High Performance products have become synonymous with speed and performance - two key attributes that enthusiasts & professional photographers look for to help capture the perfect shot.