When Casio came to us a few years back, they were struggling to break into the smartphone business. Their USP for their new G’zOne Commando smartphone was that it was the toughest on the market. You could drop it, kick it, punch it, run over it with a car – and it would still work like a charm. To help market these unique features, we aligned the G’zOne Commando with the UFC, the leading mixed martial arts organization in the world. We put the brand in the middle of the action. Logos in the octagon, TV commercials during the broadcast, and features integrated within the fights. They wanted tough? We brought them tough!