Bullit Group had developed a new toughened CAT phone with enhanced features and specs. Bullit needed us to develop and implement a distributors campaign to drive sales. They’d told us that in-store promotions would be the best way to attract their attention – so all they needed now was a strong creative campaign.
Our creatives came up with the idea to invite customers to ‘test for themselves’ how durable the CAT phone was. Under a campaign challenge ‘Handle Without Care’, customers were encouraged to put the phone through its paces using simulations of typical tough conditions – would they break, or would the phone? We also supported everything with fun online advertising and targeted trade ads.