Outstare This Samsung Phone And You Get It For Free

Mobile brand Swisscom sets up staring contest, with distractions

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Swiss mobile brand Swisscom is taking the classic playground game of outstaring your friends and turning it into a promotion for the Samsung Galaxy S4. The campaign, created by Perfect Fools for Swisscom's agency Heimat, uses a City Light Poster (CLP) showcasing the smartphone's eye-tracking interface.

Pedestrians in Lucerne, Bern and Lausanne city squares are challenged to stare continuously at the Galaxy S4 phone inside the CLP; the longer they do, the greater the discount. However, to make it harder, participants are bombarded by actors asking for directions. As soon as the player's eyes stray from the screen, it's game over. Those who last more than a minute will get 100 Swiss Francs off a smartphone; those who make it to over an hour get it for free.

Staring is obviously trending; this week also saw the Guinness Book of World Records launch a billboard in which participants were challenged to break the world record for staring.

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About

Credits
Date
May 30, 2013
Agency:
HEIMAT Berlin
Chief Creative Officer/Founder:
Guido Heffels
Client:
Swisscom
CCO:
Myles Lord
Group Creative Director:
Michael Schachtner
Copywriter:
Raphael Hermann
Art Director:
Lucas Schneider
Assistant Copywriter:
Luis Jaehner
Agency Producer:
Alexander Muenzer
Technical Production:
Perfect Fools
Production:
Who's McQueen
Director:
Kai Sehr
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