Six Inches Communications develops unique OOH innovation for Kingston

13 Apr,2012

By A Correspondent


Six Inches Communications, an integrated brand communications agency, has created an exceptional Out of Home (OOH) innovation for Kingston Technology, the US based, independent memory module company whose products include Solid State Drives, memory modules, Wi-Drive, USB Drives, memory cards and card readers. The installation in the form of an enormous pen drive attempts to highlight and reiterate ‘storage and space’, the USP of the brand.


The agency has replicated a pen drive on a large format OOH installation which is 31 ft in length, 9.5 ft tall and 12 ft wide at the entrance of Nirmal Lifestyle, Mulund for a period of one month. The concept of the innovation revolves around the idea of giving the users a real life experience of entering a pen drive.


From the exterior, an illusion of people getting into the pen drive will be created while the inner walls of the gigantic installation will have interesting graphics depicting the benefits of the device.


Commenting on the latest initiative, Vishal Parekh, Marketing Director,KingstonIndiasaid: “Kingston pen drives have large capacity and is one-of-its-kind in this category. We wanted to highlight the fact that though pen drives look small, they are huge storage devices and convey the idea that one can carry his/her world in a pen drive; be it music, movies, data, photographs or confidential documents”.


Pravin Shah, CEO and Managing Director of Six Inches Communications said: “In order to communicate the magnitude of space offered byKingstonpen drives we opted for the OOH medium as it gives a brand the flexibility to explore innovation with products in terms of size, shape and experience. The larger-than-life installation will successfully bring to life some of the key benefits ofKingstonpen drive”.


The customers will also witness a painter painting a portrait along with a guitarist strumming a song inside the installation to highlight the idea of bringing the data stored in the pen drive to life whenever required.


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