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Six Inches develops unique OOH innovation for Kingston; installs gigantic pen drive
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network2media Bureau   
Monday, 16 April 2012 09:00 (IST)
Larger than life MUMBAI: Six Inches Communications, an integrated brand communications agency, has created an exceptional Out-of-Home innovation for Kingston Technology, the US based, leading independent memory module company, whose products include solid state drives, memory modules, 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.

Generating interest The agency has replicated a pen drive on a large format outdoor installation which is 31ft in length, 9.5ft in heignt and 12ft in width at the entrance of Nirmal Lifestyle, Mulund, Mumbai 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 into a pen drive. From the exterior, an illusion of people getting into the pen drive has been created, while the inner walls of the gigantic installation has interesting graphics depicting the benefits of the device.

Vishal ParekhCommenting on the latest initiative, an upbeat Vishal Parekh, marketing director, Kingston India, said, “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 ShahPravin Shah, CEO and managing director, Six Inches Communications, said, “In order to communicate the magnitude of space offered by Kingston pen 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 of Kingston pen drive.”

Multiple activities inside the enclosure drawing attention to product USP The customers can 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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