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December 18, 2007
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Sansa Experience tour a first for electronics giant




SanDisk has taken its state-of-the-art Sansa range of MP3 players on a tour of the UK and France, using the roadshow format for the first time.

Launched on 3 December, the three-week Sansa Experience campaign will visit 12 major cities and shopping centres across both countries in the pre-Christmas period.
 
The two-pronged campaign – involving both outdoor and indoor activity – aims to raise brand awareness by encouraging consumers to get hands-on with three of SanDisk’s leading MP3 player models. Products being showcased include the eagerly-anticipated Sansa View MP3 and video player, which has only just released to the UK market, as well as the tiny Sansa Clip model and the Sansa e200 series.  
 
Outdoor activity is being led by a striking mobile exhibition unit that is touring major cities, including Manchester, Birmingham, Paris, Lille, Lyon and Bordeaux. The 9-metre unit features listening booths where consumers can try out the MP3 players, a giant light wall and a plasma screen showing product videos.
 
Segway human transporters – futuristic, self-balancing electric scooters rarely seen in the UK – will be used by promotional staff at key venues to attract visitors to the mobile unit.



Super scooter: Promotional staff draw attention to Sansa Experience

 
Live entertainment is provided by a DJ working from a specially built DJ booth inside the unit, with the added attraction of an international breakdance act performing outside the vehicle.
 
Running in tandem with the outdoor campaign, a static display stand and promotional staff will tour six major UK shopping centres offering product demonstrations and consumer trials.
 
Paul Micallef, partner at FK3, which devised the campaign along with roadshow specialist Event Marketing Solutions (EMS), said: “This is an intensive campaign that will provide a huge amount of exposure for these flagship products during a critical buying period.
 
“This is the first time SanDisk has used the roadshow format in Europe and it is excited about its potential to provide the hands-on experience that is so critical for such feature-rich consumer electronics products.
 
“We are very pleased with the mobile unit, which is already creating great interest,” he added. “We have had extremely positive feedback from the UK leg of the tour and we are looking forward to our debut in France.”
 
Meanwhile, Justin Isles, account director at EMS, said: “We are delighted to work with FK3 on this high-profile campaign. Thanks to our extensive resource, we were able to deliver both the outdoor and the indoor campaigns to the tight timescales required.”
 
The Sansa Experience tour launched in Manchester city centre on 3 December 2007. The outdoor campaign concludes in Bordeaux on 22 December, while the indoor campaign finishes at the MetroCentre, Gateshead on 23 December.
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