“iDon’t” said the Lil Monsta. And the iSheep said baah…
iPod has taken over the way people listen and buy music. Sandisk decided to challenge this virtual monopoly and introduce new competing product.
We took this competitive challenge pretty seriously and hit it right over the head with “iDon’t” and “iSheep” campaign. We encouraged the audience not to become an iPuppet and not follow the iPack. The product brand we created, the “Lil Monsta”, ate up iSheep. It was irreverent, sexy little devil. It encouraged consumers to break free of restrictive, proprietary formats (wink, wink) and consider a liberating alternative.
The viral ‘underground’ campaign produced a buzz from Shanghai to Berlin. The brand dislodged the unchallenged dominance of iPod and set itself apart as the cooler, rebellious alternative worldwide. The Sandisk grew from 2 to over 10% of market share.