Global Mobile Communications

Getting Tough


In a collaboration with Global Mobile Communications, DeWalt wanted to launch a rugged Smartphone but it wasn’t their usual area of operation. Babel were tasked with making it happen and getting the news out to end users and distribution partners.


DeWalt lacked presence in the smartphone market and others were there before them, but we recognised that we could use the power of the DeWalt brand to lend authority to the campaign. After all, who knows better what a rugged smartphone will have to put up with than a company designing products for the construction industry? We used that association, coupled with some powerful images to set the ball rolling with a news and reviews led campaign.


The launch of the Dewalt MD501 Android smartphone was widely covered in national, technology and construction trade titles – everything from the Mirror and BBC, to Tech Radar, T3, Land Mobile and Diggers and Dozers! The campaign reached the eyeballs of end user consumers, self-employed tradesmen, construction companies and potential distributors.