Jenny Chan 陳詠欣
Dec 6, 2013

Kingston re-enacts true story, immortalises widow's memories in a flash drive

HSIN-CHU - An emotional mini-film by Kingston attempts to inject warmth into a data-storage device by retelling a story about a memory, with the product appearing for only two seconds.

Actress playing Margaret McCollum's character
Actress playing Margaret McCollum's character

Created by Havas in Taiwan, the Asian headquarters of Kingston Technology Far East, the seven-and-a-half minute online mini-film is based on a true story as reported by the BBC.

It manages to impress upon viewers a strong brand image for Kingston, by faithfully building upon its 2013 brand proposition—'a memory to remember'.

The film tells the story of Margaret McCollum, an elderly women who often sat in the Embankment station of the London Tube system. It is revealed that her deceased husband had once recorded the Tube's 'mind the gap' safety message. In the film, she asks the station manager for a recording of her husband's version, after it has been replaced with a female voice.

The station manager initially refuses, but later provides the recording—on a Kingston USB flash drive.

Masterminding the campaign was Rose Lin (林燕玲), EVP of Havas Greater China cum CEO of Havas Taiwan. She and her team suggested Kingston to connect the concept of human memory and the product of a memory drive.
 
Their primary media strategy was to tap into the powerful dissemination capabilities of social media like Facebook, YouTube and Youku.

Fish Chen (陈宣宇), VP and ECD of Havas Taiwan, said the story-telling is as important as the story itself. All possible resources were invested to build a realistic set in Taiwan that resembles the train station in London, while the story was told in the "most modest and sincere manner".

According to Kingston, it needed to tap into its emergency stock for the golden-coloured USB flash drive featured in the ad in order to deal with the "crazy demand" in Taiwan since the film's debut in November.

 

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