With Your Head In The ‘Cloud’ And Your Feet On The Ground

Product: Cloud Core Headsets

Brief: To promote HyperX’s new Cloud core headsets, with ultra sound clarity and outstanding user comfort.

ClientHyperXServicesInnovative BrandingYear2016

The Approach: A unique combination of online and on-air strategy to launch HyperX cloud headset! Getting leading RJ’s to talk about HyperX’s new headset. HyperX is the high-performance product division of Kingston Technology, the world’s largest independent memory manufacturer. Started in 2002, HyperX began with one line of high-performance memory, The growth over the years encompasses multiple product lines of memory modules, solid-state drives, USB Flash drives, headsets and mouse pads. HyperX latest Cloud core headsets, with core features of sound clarity and comfort had to be promoted.

Considering the target audience, it was felt that the Radio as a medium, would be a great way to connect to the mass audience. However, we wanted to bring the fun element into play for the TGIs. However instead of doing a vanilla radio spot, it was decided to create content from this activity. Radio Jockeys have high influence over listeners and have a large community online as well. Leveraging this insight, content was created by conducting a Photo shoot with RJs of Fever FM along with the product. These images were used to promote the brand online.

The RJ’s tweeted and mentioned the brand on social media enhancing the reach and awareness of the product. A Radio spot with the most popular show Unplugged with RJ Urmin, recommended Hyper-X Cloud core as an ideal product to listen to unplugged music with clarity, which was broadcast during prime time. A contest was run across 4 Major cities and the contestants were gifted the product.

All the activities of the campaign were highlighted on digital media as well especially on HyperX India Facebook page which facilitated the campaign reach.

The Result: HyperX was able to get across its message promptly with this innovative media usage. The response was appreciative from the end users. This strategic execution won favour with the client.

Services rendered: Communication Idea, Integration of Media, Execution, Social Media
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