Kingston: Into a pen drive

The installation is a 31'X 9.5'X12' replica of a pen drive. The inner walls depict the benefits of the device through interesting graphics.

The most important feature of a pen drive is its ability to store a large volume of data. In a bid to highlight its feature of storage and space, Kingston has installed an out-of-home (OOH) innovation in the form of a giant pen drive, wherein people can go inside the innovation and know about the benefits of the device.

The out of home (OOH) innovation is a replica of an original Kingston pen drive. It measures 31 feet in length, 9.5 feet in height and is 12 feet wide. The inner walls of the pen drive have interesting graphic images depicting the benefits of the device. Moreover, after entering the innovation, customers also witness a painter painting a portrait, along with a guitarist strumming a song. The painter and the guitarist are placed to highlight the idea of bringing the stored data to life whenever required.

Vishal Parekh, marketing director, Kingston India, says, "The Kingston pen drive has 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 or her world in a pen drive; be it music, movies, data, photographs or confidential documents."

Pravin Shah, chief executive officer and managing director, Six Inches Communications, says, "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 drives."

The OOH innovation was started on April 6 and executed by Six Inches Communications.

The concept of the innovation revolves around the idea of giving the users a real life experience of entering into a pen drive. The innovation is placed at the entrance of Nirmal Lifestyle mall, Mulund, Mumbai for a period of one month.