Jingle bells, jingle bells, SanDisk all the way
SanDisk makes the best memory cards in the business. And, during the festive season, lots of people buy electronic gadgets that need memory cards. So what better time to raise SanDisk’s profile as a cutting-edge supplier?
The target audience, however, was huge. We needed to reach 25-49 year old ABC consumers across 10 countries with the message: An 8 GB SanDisk card is the perfect gift to go with a new electronic device.
For maximum impact, the campaign hit in two phases.
In the first phase, the objective was to create awareness and drive retail sales. We successfully did this through high-reach, quick-turn, press-only media.
In phase two, we continued to build awareness by focusing on local retail support. It was also at this point we started to mix the media up a bit. We layered out of home (OOH) media to localise efforts around city centres and retailers while at the same time maintaining national awareness. We also used online to support the e-commerce sites across the multi-country portals.
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