Background
Brief
Samsung asked us to promote the European launch of the Beat DJ -- a mobile phone with outstanding music playback quality (courtesy of Bang & Olufsen hardware) and unique DJ-style MP3-remixing features.
Solution
Our insight was that, so good is the Beat DJ at playing music, you would hate to have it interrupted -- there's nothing worse than having your favourite track fading out to an incoming call from work, or a text from your mum, after all.
With this in mind, a competition was devised to highlight the music credentials of the handset, and on 7 July 2009, 100 individuals from across Europe competed in The Last Call, a 24-hour silent-disco contest, dancing to a non-stop playlist on their Beat DJ. If they received a call or a text, they were out. If they stayed in, they had the chance to win €10,000.
The first part of the campaign saw all 100 contestants use their social networks to be anti-social i.e tell everyone they know not to call or text them on the big day.
The contest was broadcast online for the full 24 hours. Visitors to the site could contribute to the competition playlist, upload video or images to be displayed live at the venue, and send in messages of support or distraction with Twitter.