The mobile space is all the talk these days, especially since gone are the days when mobile devices were primarily used for calls.
In a campaign that asks users of smart phones and phablets if one device is able to blend together personal, social and professional life, ASUS and Intel launched a collaborative project: Fonepad is Calling.
Aimed at sparking conversation about the increasing usage of phablet – a larger screen version of a smart phone – the campaign hopes to gain support for this emerging trend and be the market leader in the category.
To promote the campaign, a humorous video showcasing the capability on ASUS devices (Fonepad Note 6 and Fonepad 7), powered by Intel, was launched via YouTube, which is aimed to educate an inspire consumers to understand how a phablet fits into their lifestyle.
The video sees a number of people answering their phablet at inopportune and inappropriate time, such as a board meeting, in the process of disabling a bomb, and by dentists while with patients.
Jeff Yang, marketing director of ASUS, said that phablets are still a new form factor, so there is a real opportunity to spark conversations to answer the many questions still lingering in consumer’s minds.
“Questions like ‘is one device all I need,’ or ‘is there such a thing as too big’, or ‘am I really buying a phone or a tablet?’ In order to encourage millennial to have these conversations, we have worked hard to ensure Fonepad is Calling is entertaining, social by design and omni-channels.”
Currently, the campaign is being promoted on local newspapers, magazines, and social media. Further plans for expansion into other platforms will depend on the responses.