Kingston Technology unveils ‘Dedicated to Performance’ European campaign

Kingston Technology has turned to Stocks Taylor Benson to design two new campaigns to promote its products throughout Europe.

The new work follows on from the agency’s creation of Kingston Technology’s brand communications guidelines and is based around the company’s dedication to performance.

Stocks Taylor Benson created the ‘Dedicated to Performance’ campaign with this in mind, developing a concept that helps makes the products more familiar by associating them with expert teams where performance is key.

SSDNow, which boosts a computer’s engine, is compared with an expert pit crew and USB 3.O, the fastest way to transfer data, is squared up against an athletic relay team.

Of the creative Stocks Taylor Benson senior designer on the campaign, Neil Watts, said: “With such technical products we felt it was important to maintain a human touch and the pit crew and relay team are perfect examples of teamwork at its absolute best.”

The concept will now run across posters, emails, animated web banners, website landing pages and more materials from now until the end of the year. Stocks Taylor Benson will also be managing, coordinating and creating integrated marketing materials for Kingston’s social media platforms to keep the campaign fresh and relevant over the next six months.