The G-SHOCK Tough Test Team has one mission: To test CASIO G-SHOCK watches under extreme conditions and push them to the limit. G-SHOCK is known for its robustness. In the Tough Tests the use of the product was embedded perfectly into the advertising message. G-SHOCK was staged precisely: the authenticity was established through the interaction with the target group and the live shows.The message Casio wants to send to consumers (robustness) was combined with entertainment to really catch the attention of the target group.

TVCs on MTV, supplements in magazines, website, online banners, online live events. To interact with the target-group and to raise credibility, G-SHOCK asked for proposal for the freakiest tough tests. The best ideas were executed during the live-shows.The online live events (two hours every day) showed real tests of G-SHOCK watches e.g. freezing of watches in liquid oxygen, pounding watches with sledge hammers, etc.