Mumbai :SIX INCHES Communications, a leading creative and integrated marketing company has launched a new campaign for Kingston, the world’s independent memory leader. The campaign spans print and outdoor media with an aim of engaging the youth by highlighting the power of self belief.
The campaign strategically crafted by Six Inches, explains this coming May, the town will be painted in the colours of confidence with Kingston’s latest ‘I CAN’ campaign. Conceptualised by its incumbent agency, Six Inches Communications, the campaign aims to position Kingston as a brand that inspires trust. The idea is a flawless fit for Kingston, as it is the world leader in memory products, and has gained a sizeable market share in India in 2009 and aims to further its success in 2010.
Commenting on the campaign, Pravin Shah, Managing Director & CEO, Six Inches said, “When you trust someone, everything becomes possible to achieve. With the ‘I Can’ theme we have showcased how Kingston’s memory products fuel its consumer’s belief in themselves. We have brought Kingston products larger than life within the campaign execution and it’s a clutter breaker in the category. The campaign will be primarily driven by outdoor medium with lot of innovation around it. The campaign will also explore social media to its max and will engage youth with a microsite through a ‘I CAN’ contest”
With trust as the foundation, the agency used the opportunity to talk to the TG in an interesting and engaging manner. The situations used in the campaign are very real life and the audience will instantly identify with them. The contemporary look and bold statement of ‘I CAN’ makes the communication effective on the whole and establishes a deep connect with the audience. To depict Kingston’s technological supremacy, 3D has been used in the ads to set a futuristic tone visually.
“Kingston was looking to consolidate its position as the market leader at the APAC level and felt the need to have an advertising campaign to deliver the message to its target audience. We chose trust as the brand promise since it was relevant and also a great image enhancer. The campaign also takes ahead our last year theme of ‘its my space’ which received accolades from Kingston global network” , Vishal Parekh, Marketing Manager – APAC Business Division, Kingston said.
The media plan primarily includes outdoor, as it gives high visibility at a lower cost. However, the outdoor campaign will be supported by print and magazine ads and an active online presence. With prominent outdoor sites being booked, both Kingston and the agency are hoping to grab maximum eyeballs and build a high recall value for the brand.
The Six Inches team who has worked on this campaign includes creative heads, Reshma Basankar and Zohara Kapadia, and Saket Vaishnav and Shilpa Rathi from the client servicing department. Pravin Shah, MD & CEO of the agency, has been actively involved in seeing the campaign through its entire process. Campaign has been shot by Madhur Shroff and digital composting of 3D has taken place at Digital Brains.