Dowshu is a multi-national supplier and manufacturer of digital video recorders for the security industry. The company has been a market leader for DVRs for over fifteen years with presence in Europe and Asia. Their list of clients include Tesco, Supervalu, Centra, Dunnes Stores, Lidl, Aldi, An Garda Siochanna, Croke Park, AIB and Bank Of England.
Dowshu approached us about rebranding the company after a 2014 takeover. The brief involved full branding to include creating a new logo, stationary, display graphics, point of sale material and a fully responsive website for their 2014 relaunch. Opus Creative were also tasked with rejuvenating the brands flailing marketing strategy. In order to implement a solid plan, focus groups were set up and data compiled gave us a solid understanding of what Dowshu’s clients needed.
Based on the data collected we began work on the rebranding process. The solution we arrived at was to evolve the existing angular logo using a more contemporary aesthetic that reflects the interactive nature of each digital video recorder. The new logo used a familiar triangle Dowshu mark (icon) and introduced an arrow or cursor to visually communicate the machines Windows inspired GUI interface. We also replaced the old red and black brand colours with violet and purple. This decision was made to communicate the companies lofty position as a market leader in DVR’s through the royal or prosperous association with purple and violet.
With regards to relaunching the brand to the public it was decided to do so prominently through online means with a small run of printed materials to be used solely for trade shows. For phase one of the online plan we designed and developed a fully responsive website to showcase the new range of Dowshu products and re-establish brand awareness for Dowshu’s large client base.
Phase two of the marketing push involved taking advantage of Dowshu’s large number of client data resource that had never been utilised. An email marketing campaign was set in motion. In total eight mails were devised with two specific purposes. The first being to re-establish links with clients and familiarise them with the new management and branding. The second target was to create effective new product teasers with a call to action leading to the website. This campaign was supplemented with a presence at all the major trade shows which involved creating display units and point of sale material that lead to the Dowshu website.
To date sales of Dowshu products are up 65% from 2013 and a similar growth forecast is expected for 2015 through our sustained strategic marketing.
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