Pres­ence King Size

Outdoor Asia - - Front Page -

hingstçn çne of the lead­ing brands of mem­ory sticks wanted to com­mu­ni­cate the power of a small pen drive. Six Inches Com­mu­ni­ca­tion helped them do so with an in­ter­est­ing piece of OOH. Kingston clearly wanted to high­light the fact that though pen drives look small, they are huge stor­age de­vices. Kingston’s main USP is stor­age and space. It boasts of hav­ing the largest pen drive of 256 GB. Hence, the task for the creative team was to fig­ure out a way by which the mes­sage “a lot can be stored in just one pen drive” could get con­veyed. Hence, it was im­por­tant for them to drive home the mag­ni­tude of space of Kingston pen drives to cus­tomers. Thus the creative route taken for the cam­paign was to harp on the idea of large space of a pen drive for pur­poses of stor­ing data and other stuff. The idea was to create an il­lu­sion of a huge pen drive and have peo­ple walk­ing into it. The in­stal­la­tion will suc­cess­fully show­case the ex­pe­ri­ence of space. This was done at Nir­mal Life­style as the mall has huge space and also at­tracts heavy foot­falls. A pen drive of the size 31 ft x 9 .5 ft was in­stalled to show­case that one can carry their world in their pen drive. This was a month long cam­paign

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