We had to convince people that the phone actually worked. The Built to Survive campaign was created to clearly demonstrate the phone’s toughness. It began with a viral video that directed people to a micro-site with more demonstrations of the phone’s durability. Next, phones were put in the hands of rugged athletes like NHL Players and extreme skiers, who put the phone through their own trials. The phone was then tested by the public at consumer electronics shows, and in retail stores, where the phone was displayed in a fish bowl and consumers were invited to, “Call the Fish."

Not only did the public believe the campaign, they became part of it. Several news outlets, and the general public put the phone to the test; some in ways we’d never thought of. Blogs, websites, and chat rooms were all buzzing with new ways to test whether or not the Gz’One was truly “Built to Survive.” Accompanying the hype were solid results, as online sales of the G’zOne increased tenfold from January to March 2007.