Six Inches Communications developed a unique OOH innovation for Kingston in Mumbai. The agency has replicated a pen drive on a large-format outdoor installation at the entrance of Nirmal Lifestyle in Mumbai. The campaign will be active for a period of one month.
The concept of this initiative revolves around the idea of giving users a real-life experience of entering a pen drive. From the exterior, an illusion of people getting into the pen drive is created while the inner walls of the installation will have interesting graphics depicting the benefits of the device.
Elaborating on the execution of the campaign, Pravin Shah, CEO and Managing Director of 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 the flexibility to explore innovation 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.”
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.
Commenting on the campaign focus, Vishal Parekh, Marketing Director, Kingston India said, “We wanted to highlight the fact that though pen drives look small, they are huge storage devices. The campaign conveys the idea that one can carry his/her world in a pen drive – be it music, movies, data, photographs or confidential documents.”