Samsung’s Shakedown campaign, designed to demonstrate the strengths of the Samsung B2100 mobile phone, has won Gold and Silver Cyber Lions at Cannes International Advertising Festival. The public were invited to participate in a live online experiment to put the damage-resistant phone to the test, pushing them on to a concrete floor and into a water tank with their calls. Visitors to the site were invited to call any one of the mobiles on the table and watch how the vibration makes the mobile move. If the visitor’s call caused a mobile to fall over the table edge he or she won that mobile. After a mobile had fallen onto the floor or into the water tank, people could still call it to check that it worked.
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