According to International Data Corporation (IDC) (via Pocket-Lint), phablet shipments accounted for 21 per cent of smartphone market during the third quarter of 2013, up from 3 per cent in Q3 2012. Realizing the growing acceptance of large screen smartphones 5 to 7 inches in size (or call them phablets), it is no surprise to see smartphone manufacturers are now fighting for more phablet market share. And we heard Apple is preparing themselves to enter the phablet market.
ASUS made it foray into the phablet market with Fonepad 7 and Fonepad Note 6
ASUS through their collaboration with Intel, have recently announced the “Fonepad is Calling” campaign. The objectives are to gain consumer awareness on the fast-growing phablet category and at the same time, to get more users to use their phablets. The campaign has been on-going since 20th November, and ends on February 2014.
The campaign supports two of ASUS’s newest Android phablets – they are ASUS Fonepad Note 6 and ASUS Fonepad 7. Both products are powered by Intel, with Fonepad Note 6 running the Intel Atom processor Z2580 and Fonepad 7 running the Intel Atom processor Z2560. Fonepad Note 6 is on its way to hit the market in Malaysia with price tag of RM 1,399 (still waiting to launch since mid November). Meanwhile, the refreshed Fonepad 7 (announced back in IFA Berlin 2013 in September) has already on sale in local market for RM 999.
At the center of the campaign is the video series of “Fonepad is Calling” campaign, which educates and inspires consumers to understand how Fonepad fits their lifestyle. These campaign videos also:
- Features real-life characters that span age and profession
- Uses slightly exaggerated contexts to highlight the transformative moment when people receive a call, while using a device that traditionally has only had tablet functionality
- Showcases the benefit of multitasking for a wide range of people – from bomb squad experts to Chinese grandmothers – rather than listing the product’s features
- Stars an international cast of comic actors that take the script to a whole other level through improvisation
- Focuses primarily on online placements to engage millennials where they are
Here’s one of the video series from the campaign.
For more details regarding the campaign and to watch the entire video series, hop over to this page.
