Today, people store all kinds of personal memories in the form of pictures, videos and recordings on their computers, tablets and mobile phones. However, relatively few understood the important role that mobile memory cards could play in getting the most out of their devices. Our shopper journey analysis revealed that there was low market awareness of the devices. Most thought that 'a mobile phone works without a card'. The research also found that the greatest potential for sales growth was amongst the 18-30 year age group - key mobile users and early adopters.

Our challenge was to persuade the young and media-savvy target market that SanDisk's high capacity cards were a must-have if they wanted to get the most out of their mobile phones. We developed a fully integrated campaign across digital, experiential, promotional retail and mobile marketing. The campaign incorporated our path to sale and path to purchase strategies across SanDisk's key markets in the France, Germany, Russia, Sweden, UAE and UK. All activations were supported by SanDisk, Tiësto and promoter-owned social media platforms.

Live music creates a need for a higher capacity cards for your mobile - photos, music and video. Tiësto, a global music icon was the perfect endorsement. To maximise the impact of the campaign, all of the content offered the chance to 'get closer to Tiësto' - by listening to exclusive tracks, winning tickets to his events or the opportunity to participate in his first ever fan-made music video. A promotion, supported by point-of-sale, gave fans the chance to win tickets to a Tiësto gig, while an on-pack promotion offered the chance to download five exclusive Tiësto tracks.

The target audience generated 583 video uploads for the fan-made Tiësto video 35 of SanDisk's tier one retailers took part across Europe A 20% average unit sales uplift in participating retailers 124% uplift in capacity The campaign was nominated for the 2010 Billboard Concert Marketing & Promotion Award

Testimonials: "The promotion drove significant sales in August and September." Gabriel Fleming, Amazon UK. "This proved to be our most integrated activity to date and smp did a fantastic job of creating engagement across all Consumer and Retailer touch-points, delivering significant sales and capacity uplift." Nicola Gibson, Sr Marketing Manager (EMEA) SanDisk International Ltd.