Ultra & Extreme memory cards are SanDisk's High Performance category offering for the 'prosumer' and professional camera buyer, featuring industry-leading data transfer speeds, class-leading robustness & quality and, crucially for the environment in which they are used, unrivalled reliability. Nevertheless, by their nature, camera memory cards offer limited scope for creative representation, making brand differentiation a key challenge.

To drive increased recognition and purchase of High Performance products beyond the core professional market. To create a halo positioning for the High Performance range that will benefit the whole SanDisk Portfolio.

The Ducati Corse MotoGP Race Team was identified as an ideal partner for SanDisk; both are leaders in their field & together they create excellent brand synergy: style, design, passion, speed, performance, innovation. Plus, of course, Ducati imagery offered great scope for enlivening the SanDisk High Performance in-store materials. 2 promotions were developed; for independent photographic stores & for chain retailers. The launch event for all SanDisk distributors was held at the Ducati factory in Bologna.

SanDisk brand awareness and in-store footprint increased throughout EMEA. High Performance products in-store increased the SanDisk footprint by up to 30% during the promotional period. The promotional and non-promotional co-branded SanDisk/Ducati materials were produced in 18 languages.