Brief
Drive 18-24 year olds to register for Samsung's youth focused website, Samsung FunClub.

Insight
At this life-stage, more than any other, friendships, experiences and memories are formed around music.

There's an inherent rivalry between students at different universities.

Solution
Most efficient use of the budget would be to focus upon the university student population, constituting 40% of all 18-24 year olds.

Developed the 'Band on your Campus' mechanic - a competition whereby the university with the most registrations on the FunClub website would win an exclusive free gig.

Results
78,000 FunClub registrations.
33,000 handset demonstrations.
PR reach of over 10m including T4 Popworld and Radio One.