The Campaign

Flash memory may have been flashed out technologically by cloud storage, but perhaps memory still needs its romantic form of retention. Kingston, the No.1 brand of flash memory, intends to reclaim its glory with this brand campaign by reminding consumers of the intrinsic values of memory storage.

Results

This film has connected the brand Kingston with “memory” as the communication strategy. It gives the brand warmth from the depth of memory. The story was adapted from a true story from BBC news. An elegant elder lady, Dr. Margaret McCollum often sat quietly in the Embankment station of the London Tube, until one day she approached to the station manager and asked if she can get a copy of the previous safety message: Mind the gap. It was her late husband, Oswald Laurence’s voice. The station manager realized her affections and how she lingers on her memories. He helped bring her husband’s voice back and kept her memory. This film has aroused people’s sentiments of their memories, and also recognized Kingston’s value of memory. Flash memory may have been flashed out technologically by cloud storage, but perhaps memory still needs its romantic form of retention. Kingston, the No.1 brand of flash memory, intends to reclaim its glory with this brand campaign by reminding consumers of the intrinsic values of memory storage. •To launch a single titled “A Memory to Remember” on the No. 1 music-on-demand site while mysteriously leaving blank on the intro of the singer. A quiz of “who is this superstar from the 60s?” was tagged to this song. •To prolong the suspense, announcing this “superstar” will perform in the show biz event of the year - “Taipei Golden Horse Film Festival” 50th anniversary ceremony. •While everyone is guessing which “superstar” would be walking on the red carpet, Kingston’s brand film themed with this single is unveiled. •The brand film caught the attention of 6.5 million TV viewers when being revealed at Taipei Golden Horse Festival. •It achieved over 1 million views on YouTube and 1.6 million views on China YouKu portal. •All news channels covered this campaign, amounting to a total of 1,237 seconds in TV broadcasting.

•To launch a single titled “A Memory to Remember” on the No. 1 music-on-demand site while mysteriously leaving blank on the intro of the singer. A quiz of “who is this superstar from the 60s?” was tagged to this song. •To prolong the suspense, announcing this “superstar” will perform in the show biz event of the year - “Taipei Golden Horse Film Festival” 50th anniversary ceremony. •While everyone is guessing which “superstar” would be walking on the red carpet, Kingston’s brand film themed with this single is unveiled. •The brand film caught the attention of 6.5 million TV viewers when being revealed at Taipei Golden Horse Festival.

• The brand film caught the attention of 6.5 million TV viewers when being revealed at Taipei Golden Horse Festival. • It achieved over 1 million views on YouTube and 1.6 million views on China YouKu portal. • All news channels covered this campaign, amounting to a total of 1,237 seconds in TV broadcasting. • Received free media coverage in Canada, USA, Malaysia and China.