Print ads and web banners drive the message that, with a Dopod, people need not take much with them on their travels. One ad shows a bag with and without a Dopod phone inside it — the latter appears crammed and disorganised, while the bag with a Dopod appears virtually empty.
"The theme of this campaign is 'pack light — and still bring everything with you'," explained Patricia Siew, marketing director of Dopod International, Southeast Asia.
The campaign, which touts Dopod's new product line ranging from a simple push-email smartphone to a 3.5G PDA, rolls out in Singapore, Malaysia, Thailand and Indonesia over the next two months. Planned and bought by ZenithOptimedia, the ads will run in daily newspapers and on ChannelNewsAsia's website, targeting young professionals aged 20 to 45.
Dopod has also launched a competition at www.getdopod.com, where participants can take place in a lucky draw to win a Dopod product. Selling from US$580 for a smartphone to $840 for a 3.5G pocket PC, Dopod's phones are generally priced below more mainstream competitors brands such as O2, BlackBerry and Nokia.
The push is Dopod's second major campaign since a brand revamp in August.
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