OBJECTIVE

Position the Kingston SSD as a do-or-die replacement for the traditional hard drive, a technology used since 1950. Achieve market penetration of 18% in 12 months (from 11%).
 

STRATEGY

Transmit the frustration associated with the poor performance associated with traditional hard drives.
NO TECH TALK… BRING YOUR COMPUTER BACK TO LIFE. 

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TARGET

Early adopters, heavy users 30+ M/F – small business and Home/office high mobility users. Niche market.

CHALLENGE

How to turn a product with no appeal and no Personality, that NO ONE even understands… into an attention-grabbing, cool device.

 

RESULTS 

Sales: achieved 9.5% market penetration in year 1.