How we delivered 'more' understanding of SanDisk®'s products to the retail shopper.
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. SanDisk products serve three high growth global mega-markets: mobile, computing and consumer electronics. With in-store becoming the most aggressive 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. Shoppers were confused at point-of-sale by the different formats and speeds of memory.
The challenge was to comprehend what shoppers understood of SanDisk products and educate them accordingly at the point-of-sale. The 'more' campaign used lifestyle images to make it easy to work out which card was the best for their camera and usage. SanDisk communication material needs to work across many markets and languages, so we needed to develop point-of-sale templates that were scalable and adaptable and featured simple, clear language.
We developed the 'more' campaign, a global channel marketing communications positioning for all in-store activities. 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 bring to peoples' lives. It added value to all in-store POS by highlighting the emotional benefits of using SanDisk products and reinforcing this with their market leading technical superiority. A POS catalogue was developed showcasing the suite of 'more' 3D visuals insitu.
The 'more' concept perfectly expresses what SanDisk offers to shoppers and retailers: more capacity, more performance, more distribution, more innovation, more patents and more leadership. '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.
"The SanDisk 'more' themed point-of- sale 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.