Creative Criminals

To demonstrate the strengths of the Samsung B2100 mobile phone, Samsung made the Shakedown campaign. In a live online experiment people were invited to call these phones and so pushing them on to a concrete floor and into a water tank. When a visitor’s call caused a mobile to fall over the table edge he won that mobile. After a mobile had fallen onto the floor or into the water tank, people could still call it to check if it worked. This campaign won Gold and Silver Cyber Lions at the Cannes International Advertising Festival.