Dopod eyes high growth

Taiwanese smartphone maker Dopod has taken to non-traditional media to strengthen its brand equity in potential high-growth markets, starting with Malaysia and Singapore.

The campaign marks Dopod's first branding exercise in Southeast Asia since it announced a new corporate identity in July.

Though unconfirmed at press time, the campaign may also roll out across Australia and Russia.
Developed by incumbent Paprika Global, the creative work harnesses the aesthetic and functional appeal of Dopod phones.

The commercial features a digital showcase of all its phones, set to a lively, electronic soundtrack.

"When consumers see a Dopod device, we want them to see colour, variety, advanced technology and versatility," said Patricia Siew, marketing and communications director, Southeast Asia, Dopod. "In essence, the campaign drives one important message — there's a Dopod phone for everyone who wants to enjoy versatility without limits."

In Malaysia, this initially took the form of print ads with a pop-up mechanism. Running on a tight budget, Dopod also took its commercial into cinemas in order to maximise exposure among its target audience — mobile professionals. Although Dopod is one of the three market leaders in its category, brand awareness is relatively low.

In Singapore, Dopod tapped online advertising on Channel NewsAsia's site, as well as sponsorship of the time segment on MediaCorp News. This ran concurrently with ads in print media.

"We are constantly considering other forms of suitable creative advertising to further maximise Dopod's exposure to the mass public," Siew added.