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Six Inches crafts an ‘Edgeperience’ for Kingston

17-June-2011
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Six Inches crafts an ‘Edgeperience’ for Kingston

Six Inches Communication has rolled out a 12-city outdoor campaign, christened ‘Edgeperience’, for Kingston Technology, a US-based memory module company.

Kingston’s products include solid state drives, memory modules, USB drives, memory cards and card readers. Conceptualised by Six Inches Communication, the campaign depicts all the areas where Kingston gives the user advantage over their peers.

Edgeperience targets young professionals, who are on the lookout for cutting edge and optimising performance from the technology brands that they use. Through an outdoor mix of hoardings, bus shelters, pole kiosks and mobile advertising vans, Six Inches Communication and Kingston aim to engage and educate these professionals about the unique features of brand Kingston.

Commenting on the campaign, Vishal Parekh, Marketing Manager, APAC Business Division, Kingston, said, “Kingston is the independent memory module company and we wanted to consolidate this very position in the minds of our customers. We wanted to highlight the cutting-edge technology, reliability and security that our products give our users. ‘Edgeperience’ was chosen because it brings out the edge people need in today’s competitive world and also complements the company ethos of ‘Trust’.”

Pravin Shah, CEO and Managing Director, Six Inches Communication, added here, “Brand Kingston has evolved. After invoking a feeling of trust, we informed our target audience about the self belief that comes with owning a Kingston product. While we have given a fresh look to the current campaign, we have continued with the larger-than-life and clutter-breaking feel for the products. The campaign will be driven by large format outdoor media and social media. We are exploring the possibilities of print and digital media for further idea penetration. In the coming weeks, we will take the target audience by surprise with innovations through the outdoor space and BTL activities.”

The outdoor media plan will be supplemented with print, magazine and digital communication. The agency has booked prominent sites pan India for the outdoor campaign.

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