The effects of nearly 75,000 hits from The Destroyer.

The Destroyer takes on the Sonim XP1

Now this made us laugh a bit when we had a look at the video in action (see end of post) as Digital marketing agency CreativeFeed, have put the world’s “toughest” GSM phone, the Sonim XP1, to the ultimate test with the launch of The Destroyer – a machine-operated hammer designed to pummel the phone twenty-four hours a day until it finally gives in and breaks.

Inspired by the YouTube postings by both members of the public and European media, The Destroyer took approximately over four weeks to build and pounds the phone every eight seconds. At this pace, the XP1 takes over 10,000 hits a day.

Visitors to the website www.testanddestroy.com are encouraged to place bets on how long the phone will take to break and also the way in which it will ultimately meet its destruction. By guessing correctly they will be rewarded with their very own Sonim XP1 handset.

The destruction is filmed using two cameras linked directly to the website, there is even a ticker on the bottom of the screen that shows up to date news of the day. There is also a number to call for tips on how high to guess.

Once the Sonim XP1 has been destroyed, you can also watch other objects that you would like to see being smashed to a pulp and even suggest what you would like to see next.

To see the Destroyer in action and make a guess, please visit www.testanddestroy.com

Note: As we did not get chance to post the info straight away the device may have been getting a battering for weeks - by the looks of the time the YouTube video was added.

Click <a href=”http://www.crowdedbrain.co.uk/mobile-pda/the-destroyer-takes-on-the-sonim-xp1.html”>HERE</a> for full article

From the Wall Street Journal:

Fred Smith is in an agitated state. He’s just returned from a Washington Redskins game — played in FedEx field in Washington — and the team has been upset by the St. Louis Rams. “It was just awful,” he grouses. “My son’s one of the coaches, and he was ready to jump off the ledge of the stadium.”

There are few better people to ask about our current economic precipice than Mr. Smith — or, as some people call him, “Fred Ex.” His company has $38 billion in sales, employs four football stadiums full of workers, owns 300 jet airplanes, and tens of thousands of trucks and vehicles. FedEx moves an incomprehensible seven million packages each day to every corner of the globe. And the good news is that Fred is optimistic — sort of.

“Oh, the country is going to get through this and the financial markets will stabilize,” he assures me, but only after we go through a period of “trauma and readjustment.”

I ask him just what he means by “trauma.” He attributes the financial crisis to “the intersection of four long-term developments.” Reckless mortgage lending policies; high energy prices; mark-to-market accounting rules; and national policies that favor what he calls “the financial sector over the industrial sector.”
…Read More…

“SONIM XP1 RUGGEDIZED CELLPHONE GETS HAMMERED ONLINE”

If you’re the sort of person who gets a thrill from things such as the Samsung SSD drop test video (and we’re not judging you, as we do too) then you might enjoy watching the regular battering that Sonim’s XP1 ruggedized cellphone is currently receiving.  The handset - also known as the JCB Toughphone - has been made the star of its own online reality TV show but, unlike in most other such shows, the audience really is getting to see what they want: the star being battered with a great big hammer.

See full article HERE

Below is an article on our new Test & Destroy website… Make sure you check it out for yourself by clicking HERE

“JCB LETS WEB USERS SMASH ITS PHONE WITH A HAMMER IN ONLINE CAMPAIGN”

Manufacturing firm JCB is aiming to prove the toughness of its mobile phone with an online campaign that allows sceptics to pummel it with a machine-operated hammer at the click of a mouse.

The campaign, developed by agency CreativeFeed, aims to prove the aptly named JCB Toughphone is practically indestructible.

CreativeFeed has set up a website - testanddestroy.com - that features the phone hooked up to a device designed to smash it to pieces.

Doubters can watch the device, a machine-operated hammer called The Destroyer, pound the phone every eight seconds.

Visitors are encouraged to make bets on how long the phone, which will be battered 10,000 times a day, will take to break. To prove the test is live visitors can also call the phone and see it ringing.

JCB licences the rights to name the phone, which is known as the Sonim XP1, in the UK market.

Once the phone is broken, visitors can watch other objects being demolished by The Destroyer, which took four weeks to make, and suggest other objects that could be put to the test.

The campaign has echoes of other recent campaigns such as Burger King’s Subservient Chicken, where users could command a man in a chicken suit to do different things, Cadbury’s series of TV ads showing Creme Eggs getting “gooed” and a Revel’s campaign to “evict” a flavour using a variety of methods.

· To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 7239 9857. For all other inquiries please call the main Guardian switchboard on 020 7278 2332.

See full article HERE

We recently launched testanddestroy.com … Here is a quick preview of the site:

Also, here is another video from Arthur’s travels in Australia. A short clip of Bob (CEO of Sonim) and the “Crazy John’s” head (http://www.crazyjohns.com.au).

On Arthur’s way back from Australia he stopped in Hong Kong to meet with the designers of the new Sonim boxes, Bill and Guy.

B&T: Sonim Launches “Unbreakable” Phone

Phone company Sonim has done the unthinkable to market its latest phone, by encouraging users to try and break it.

The XP1 phone is marketed as the “toughest” GSM mobile phone in the world and to prove it the makers have produced a campaign dedicated to getting people to put their phone to the test.

The XP1 Test Kit has been sent around the world to bloggers, journalist and users, with illustrations showing how to put the phone to the test and directs them to the website www.toughestphone.com, where users can then upload their own experiments. The company is now targeting the Australian market following the launch of the phone last month.

“It’s a fun and successful way to get bloggers to write about the technology,” Sonim president and CEP Bob Plaschke said. The phone was launched in Australia exclusively through Crazy John’s stores, with plans to launch a new XP3 in November this year.

The blogger out reach campaign was created by Sonim’s US creative agency Creative Feed, headed by Arthur Ceria, ex-creative director at Ogilvy One Worldwide.

“The XP1 test kit allows them to unleash the childish side of who and what they are,” Ceria said. He added they had chosen not to use main media because the product relied on this “word of mouth” marketing, to reach consumers on a more personal level.