LONDON, U.K. – 5th May, 2014 Bullitt Mobile Ltd., worldwide licensee of Cat® phones and accessories, is today announcing a new digital campaign featuring the flagship B15 handset being put through its paces to highlight the built tough, made smart durability attributes of the handset.

The ‘Built For It’ campaign has three executions, each centering on a different Cat product, with ‘Gravity’ showcasing the Cat phones. In the video, 600 B15 rugged smartphone handsets are driven over by a 4.6 tonnes 277D Multi Terrain Loader whilst switched on and filmed throughout. Once crushed, all 600 are then are shown being tested, in quick time, to demonstrate that all of them are still working and are unaffected by the ordeal.

The video’s are available in both 30 second teaser and full length versions as well as a follow up behind the scenes making of the video. The campaign will be promoted and distributed via Cat’s retail partners as well as Cat’s social media and online channels with the videos available on the Cat website, Facebook, Twitter, Google + and in China on Youku and Tencent.

“We know that the B15 is the most progressive, durable and rugged device available on the market today and the beautifully shot Gravity video evidences this unequivocally” said Oliver Schulte, COO, Bullitt Mobile Ltd., global licensee for Cat phones.

Designed especially for use in harsh environments with a large 4-inch multi-touch screen with wet finger tracking, the phone is also dustproof and scratch resistant all at the same time. It can survive a fall from 1.8 metres and be submerged under one metre of water for up to thirty minutes. The unit comes with a 2000mAh removable battery with talk time of up to 16.3 hours, is equipped with Android version 4.1 (Jelly Bean) and a dual core 1 GHz processor.

To view the Gravity video click here

The Cat B15 is available from Amazon and Clove for £232