Following a three-way-pitch, Samsung has tasked Big Communications with promoting the launch of its new Solid Immerse handset in 02 stores across the UK.

The phone will be targeted at extreme sports enthusiasts which is able to withstand the elements, and will be promoted through a campaign that uses the line ‘Handles anything you can throw at it’.

The in-store mechanical display units will promote the waterproof, dustproof and shockproof elements of the phone, showing it being plunged into water, sand and also placed inside a wind tunnel. 

Claire Darbon, marketing manager for Samsung Channel, commented: “Big are consistently producing a high standard of creative that has real standout in the competitive retail environment. We are delighted to be working with them again on this project.

Jon Marchant, group account director at Big Communications, added: “Our campaign effectively gives the rugged device relevance to a new audience, the extreme sports enthusiast, for the first time.”

The promotion goes live in 02 stores across the UK in the new year.