Mumbai: Kingston Technology has launched #EarthEditionDrive, which turns the Earth into a USB Flash Drive that educates and drives people to take action. The campaign is conceptualized by InDeed, the CSR arm of Dentsu Aegis Network.
Earth Edition, the limited edition 64GB USB Drive captures attention through its default flash drive icon: ‘The Earth filling up with junk’. The title of the drive ‘Clean Up Before Time’s Up’ also makes for an uncomfortable reality check. Driving home the point that we are running out of space – a disturbing parallel with real life – the brand-new 64 GB flash drive is completely full. Opening the drive shows rows upon rows of junk that showcase the impact of pollution and drives people to take action by connecting them to NGOs.
Vishal Parekh, Marketing Director, Kingston Technology India says, “We are happy to have partnered with InDeed for this social initiative on World Earth Day. With this high-octane awareness campaign revolving around our 64GB USB drive, we aim to educate our audiences about the ill effects of neglecting Earth, and to motivate them to take appropriate actions. It’s not just about the shock factor; the true purpose of our Earth Edition drive is to educate and encourage everyone to do their bit. One way to do that is by joining hands with NGOs through a microsite link in the junk videos.”
So how do consumer actually use the drive if there’s no space? Haresh Nayak, Group MD, InDeed explains, “You have no other choice. Earth Edition forces you to ‘clean up’ Earth in order to use it, subtly telling you to do the same in real life. This is the kind of campaign that really makes you think about the planet. Everything, right from the messaging on the package, contents and the 64GB Kingston USB flash drive is crafted in a way that will make you take a good look in the mirror and consider your actions carefully.”
The Earth edition drive was developed in collaboration with Dentsu Webchutney, the digital agency from the house of Dentsu Aegis Network.
Gurbaksh Singh, Chief Creative Technologist, Dentsu Webchutney says, “World Earth Day is our big chance to put the spotlight back on our planet. With some modding, we have turned the humble Kingston USB Flash Drive into a mouthpiece for saving the planet that warns you at every step. In fact, even transferring a file results in a modified windows prompt that says ‘There’s not enough space left on Earth. Clean Up Before Time’s Up’, which sums up not just the campaign but the very need to do this.As part of the campaign, Earth Edition packages were also sent to influencers and green NGOs to amplify the reach of the message on social media platforms and on ground.
Fittingly, the campaign is called ‘Earth Edition’ as it doesn’t get more ‘limited edition’ than our planet. ‘So, think about it carefully the next time you pollute’, is the message Kingston hopes to drive with the campaign.