Step 1 Brief: Our mission was to raise awareness of the damage resistant mobile Samsung B2100, and demonstrate its product benefits in an entertaining way.
		Step 2 We placed 70 mobiles on a glass table high above a water tank and a concrete floor, and prepared for a buzzing campaign on the site samsungshakedown.com.
		Step 3 Pre campaign buzz: In the week leading up to campaign start people could visit the site and see the mobiles on the table. Here they could guess which phone that would be the last one to fall off the table. Those who guess right, entered a draw to win a Samsung B2100.
		Step 4 Campaign start: On the day of the campaign, the vibrators were switched on for each mobile. Every phone had its own number that people could call to vibrate the phone over the table edge. Because nobody answered, the calls were free of charge.
		Step 5 Four cameras filmed the mobiles and streamed the video to the site, so that people could follow the mobile race from four different angles.
		Step 6 Within seconds, thousands of people were calling the mobiles, trying to make them fall down on the concrete floor or into the water tank.
		Step 7 The person whose call caused a mobile to fall, won that mobile.
		Step 8 After the mobiles had fallen off the table, people could still call the mobiles to see if they worked.
		Step 9 The campaign was run in several rounds, and each time the winners were announced afterwards and notified by SMS and online.
		Step 10 The winners got the (almost) new phone delivered by mail.
		Step 11 The campaign spread through non-paid media only.
		Step 12 The impact on sales was astonishing. The campaign was launched late october. Within two months sales had increased by almost 100%. No other marketing efforts took place in Sweden at the time.   Number of B2100 mobile phones sold in the Swedish market 2009: October: 7,704 November: 12,499 December: 15,245 Direct Response:   Direct Response: Each campaign round generated over 30 000 calls to the mobiles. Average time spent on the website was over 12 minutes.