CreativeFeed is the lead marketing consultant and agency of record for Sonim, driving the international launch of “the world’s toughest phone”.

CHALLANGE: Sonim’s CEO and Board of Directors (BV Capital, 3I and other investors in Silicon Valley) needed to show lasting and scalable results - quickly. The company had a disappointing performance in previous years, and its marketing budget was miniscule compared to the competition’s. Additionally, Sonim was unsure of whether to brand or white-label its handset, the XP1. Clearly, a new approach was essential; the CEO and investors sought out a marketing partner that would reflect their own ethos of entrepreneurialism -- lean, nimble, and experienced -- to produce sustainable results cost-effectively.

SOLUTION: CreativeFeed built an end-to-end marketing program to establish Sonim as a purpose-built brand while also generating short and long-term demand for the XP1.
1. IDENTITY: We created the Sonim XP1 brand identity and extended it across every touch point.
2. SITE: We created ToughestPhone.com, a multilingual site/content hub/storefront, to energize Sonim’s staff, excite distributors & retail partners, and inform the Media and prospective buyers about the XP1.
3. ONLINE: Beginning in Sweden, where Sonim had strong distribution, we launched a targeted online ad campaign that drove users to local Sonim retailers. The ads were clicked at 5x the average Swedish rate. We also tested and deployed SEM, SEO, and CRM programs in Sweden.
4. TRADE & CONSUMER EVENTS: We created the “Sonim XP1 Truck Tour” to demonstrate the XP1’s capabilities. The tour team visited local retailers to distribute printed collateral and promotions, and to inform them about the Sonim brand position. The tour also visited construction sites, malls, and hardware shops to meet prospective customers face-to-face and seed longer-lasting local awareness/demand. A dedicated blog featured the tour’s route, events, daily commentary, photos, and videos.
5. VIRAL: We created-branded videos of people trying to break the phone. Bloggers, retailers and customers got into the act as well, providing us over 30 additional videos which were posted to YouTube and ToughstPhone.com, and generated nearly 100,000 views in 4 weeks. We also created a “Blogger Tester Kit” (an XP1 and a laminated card illustrating ways to torture test the phone) encouraging bloggers to cover the XP1 campaign and the product’s features.

IMPACT: Grew Sonim XP1 business from $0 to $12 million in 6 months
• Sonim reached center-stage with coverage on BBC, T-Mobile, Wired, CNET and many other influential publications and blogs
• Traffic to ToughestPhone.com increased by 4000%. Average time on the site grew to 3 minutes
• 17 million media impressions in Sweden alone (via 650+ press mentions online, 30+ press mentions offline, and 15 full reviews) in less
than 4 weeks of the campaign breaking
• CreativeFeed is now responsible for all marketing and creative aspects of Sonim’s business, and is managing the development and launch of
Sonim’s 2008/9 product line

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