Lean Mean Fighting Machine took top honours in September's Creative Showcase for its experiential campaign to promote the European launch of Samsung's Beat DJ phone.
The Beat DJ is a mobile phone which showcases high end Bang & Olufsen hardware and unique DJ-style MP3-remixing features.
To promote the launch, Lean Mean Fighting Machine devised a competition to highlight the music credentials of the handset. Under the rules of the competition, 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.
Simon Gill, executive creative director at LBi, praised the execution for being: "An experiential campaign event, with digital at its heart. A creative way to demonstrate a key product truth and create lots of reusable content in the process."
Kieron Matthews, marketing director at the IAB, added: "This is a highly creative response to a difficult brief, which brings the key brand message to life in an imaginative and engaging way."
Lean Mean Fighting Machine last won Creative Showcase in January 2009 for its work supporting the National Year of Reading campaign.
In first runners up spot was AMV BBDO's campaign for Doritos.
An online 'advergame' supported Doritos' launch of a mystery flavour, allowed fans to become the hero in their very own ‘choose your own adventure’ and was uniquely integrated with Facebook Connect, enabling a more personalized and immersive experience for Doritos fans.
In second runners up spot was Smokefree Generation by Agency Republic, a campaign aimed to reduce smoking prevalence among parents in routine and manual occupations.
The campaign highlighted the concerns of real children affected by smoking, achieving this by surrounding specific audience groups with online video messages from real children over a 48 hour period.
