The solution was to let the consumers test the toughness of the mobile, in front of a highly engaged audience. By using a media combination of mobile and web, we were able to let the consumers demonstrate the product benefits for each other, whilst at the same time engaging in a live race.

There was no media spending involved at all. We spread the word through social-media, where people guessed which of the phones that would be the last to fall. 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: 15,245Direct Response:Each campaign round generated over 30 000 calls to the mobiles. Average time spent on the website was over 12 minutes.