Samsung "Blush"

Research showed that girls aged 18-24 had previously been ignored by mobile marketers. Seeing this opportunity, their strategy was so appeal to these females who were more concerned with fashion than features. Their idea was to make the x830 this season's must-have accessory: "The only compact a girl needs". First they changed the x830 from cellphone grey to fminine pink - and then changed the name from x830 to a more female-friendly "Blush". They then partnered with Benefit Cosmetics - the brand of the moment for this target market - and offered a 50 Pond Sterling Benefits Cosmetics gift pack to the first 10,000 purchasers.

Agency: ARC Worldwide London, United Kingdom.