SanDisk

Challenging the pull of the herd in the MP3 market

Disciplines—

advertising + ambient + guerilla + media + social + integrated

Challenge—

With a relatively small media spend, SanDisk wanted to launch their MP3 player, the Sansa e200, in the UK. The problem: the market was dominated by the iPod. Our challenge was to take on Apple, its vast advertising spend and already powerful grip on the market using SanDisk’s modest media budget.

Solution—

iDon’t – a campaign that challenged Apple’s dominance by highlighting how mainstream, corporate and common the brand has become. Taking their lead from US creative, the Banner media team became the hero of the moment.

They created a unique media strategy to take SanDisk’s message to the target audience: 18-25 year old trendsetters. iDon’t t-shirts were sent to underground DJs and handed out at indie gigs. Postcards were left in trendy London bars.

Sandwich boards were placed outside the Apple store and record shops. The campaign was a huge success creating a buzz on blogs and a highly complimentary article in the Media Guardian.

Contact—

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