When the world leader in memory products, Kingston Technology wanted a sizeable mind share of the young consumer, we conceived a youthful 360° communication strategy and campaign. A quick dipstick revealed that today’s youth sought personal space to express their individuality. We made personalizing space the key proposition and projected Kingston as a lifestyle brand. The personal space that the youth sought was juxtaposed with the space offered by Kingston products.

To convey both personalization and space, the creative expression ‘It’s My Space’ was coined. This was the first time Kingston was campaigning in India and so it included magazine ads, TVCs and on-ground activation. Brand awareness tipped the scales and Kingston was preferred by the intended audience.