As the clear market leader, SanDisk was looking to its new Extreme product line to consolidate its position as the premier supplier of professional flash memory cards. How could they leverage a motorsport sponsorship to drive upsell from their standard products to the Extreme performance line across all major customer groups?
FK3 led the global activation and management of the 3-year Ducati MotoGP sponsorship programme, which highlighted the performance advantage of SanDisk Extreme memory cards to consumers and pro photographers.
The sponsorship was activated through distributor and retail channel partners across EMEA. To incentivise retail partners to dedicate more display space for SanDisk Extreme, Ducati-themed promotions and an ongoing communications campaign drove in-store activity.
For consumers, a highly-integrated approach included advertising, digital, promotions and experiential activities, ran across the EMEA, North America and APAC regions. FK3 delivered over 300 sponsorship projects and assets over this time, in 25+ countries.
FK3 was also the lead agency for the launch of a Ducati-licensed range of memory cards and USB Drives, which further strengthened the effectiveness of the retail/channel sponsorship activation.
The sponsorship delivered billions of media impressions, and the activation helped launch & establish SanDisk Extreme as the leading prosumer brand. Sales upsell increased by 30% within the first year of the sponsorship alone.