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Working with Peter Jones' Data Select to launch the World's Toughest Phone.

Cunning Plan was responsible for the launch of the original JCB Toughphone back in 2006, so were the natural choice for the launch of the new range in 2012/3. Three new phones were introduced including the world’s first floating phone. The task was to ensure that mainstream media, tech titles and the trade were all talking about JCB Toughphones…

 

PRODUCT FOCUSSED PR

The campaign was all about the product. Designed to drive traffic to the website and also into stores, the focus was on generating reviews and presence in features across national media, magazines, trade titles and online.

In addition to the product coverage, Cunning Plan commissioned a selection of surveys into a variety of subjects including women’s preference for brains or brawn, men losing manual skills and more – each generating national coverage.

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ENGAGING THE TOUGHPHONE AUDIENCE

An engaging presence on social media was designed to get people talking about the JCB Toughphone and encourage them to make their own videos testing the mobile’s durability. We were constantly amazed what people tried – and more amazed when it survived…

We even produced a few tests of our own – including attaching the phone to a rocket and launching it into the sky!

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151
Pieces of Coverage
376,667,076
Opportunities to See
25%
OF COVERAGE MENTIONED JCB'S TOUGHNESS

Delivered beyond our expectations

“When JCB Toughphone appointed a Marketing Agency we were interested in both creative ideas and tangible results. We needed an agency that was as passionate as we are about the brand and the product, with a personal touch that larger agencies often can’t deliver. Cunning Plan didn’t disappoint. James and the team delivered beyond our expectations and are now both our ‘go to’ agency and also the one we recommend to our customers and partners”

Jason Kemp, Head of Marketing, Data Select