First SanDisk TV Takes ‘Memorable’ Tack

SAN FRANCISCO Riding the widespread adoption of digital cameras, memory card maker SanDisk this week launches the first TV spot in its 16-year history, part of an ongoing global branding effort.

The 30-second ad, by Havas’ Euro RSCG in San Francisco, debuts during Friday’s Olympic opening ceremonies in Athens, running in the Chicago, Boston and San Francisco markets. New York will be added in November, with the spot extending to other markets in 2005, said Mark Hittie, director of retail marketing for the client in Sunnyvale, Calif.

The ad, with the tagline “Store your world in ours,” is part of a campaign that broke in late May with print ads in major publications. “We’ve never done any brand advertising,” said Hittie. “We have built awareness within the pro photographer community and now we want to take it to consumers.”

The spot shows firsts captured by a camera, and SanDisk’s cards: a first kiss, a baby taking its first steps and a boy getting his first haircut.

The company is also working with San Francisco-based agency Seismicom on developing channel strategies in alternate markets like food, drug and convenience stores.

“The branding campaign is designed to get people to walk into the store, but once they’re there, that’s another battlefield,” said Nelson Chan, svp and general manager of SanDisk’s retail business. “We want to make sure that they walk out with a SanDisk product.”

SanDisk did not reveal the cost of the campaign. The brand spent $2 million on measured media in 2003, per TNS Media Intelligence/CMR.