Jan
Increasing Brand Awareness for Western Digital - SanDisk
In 2016, Western Digital Corporation (WD), the major US computer hard disk drive and data storage manufacturer, acquired SanDisk Corporation, which manufactures flash memory products. WD decided to strengthen its entry into the automotive camera market in Japan and conducted offline PR activities at the Automotive World (CAR-ELE JAPAN), an exhibition for advanced automotive technologies held in Tokyo. The purpose of the activity was to increase awareness that SanDisk became a new subsidiary brand of WD and create new “design win” opportunities.
Main project area
- Global MICE project
Supporting project areas for the success
- Branding project
Before Beeans Inc. joined
With the decision to attend the exhibition, WD was hoping to create an impactful plan to achieve its goal. As the U.S. headquarters had taken heed of the activities and were heavily involved, the local team was required to develop a strategy for many stakeholders. However, due to the high degree of difficulty and complexity, the outsourced event company was unable to come out with a suitable plan that could persuade the headquarters in the U.S.
Initiatives of Beeans Inc.
With our experience in the automotive industry and global business, coordination, and negotiation skills, WD decided to change the partner company to Beeans Inc.
We took on the role of PMO, ultimately formulated an impactful and realizable strategy by drawing out the requests from the US headquarters, negotiating in consideration of the Japanese team, and bringing out the consensus.
Project success
The strategy was to utilize motorsports as the cooperative focus point, which is relevant to the automotive camera industry, to appeal to WD's "reliability, durability, and high quality" flash memory products that can even continue to perform in harsh environments.
The actual race cars that participated in the world-class racing series were displayed and successfully attracted wide attention.
Usually requires business support from up to 5 companies
1 Support from Beeans Inc. is all you need
