Pause Home Entertainment: The Human Jukebox by Akestam.holst Stockholm for Pause Ljud Bild

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Pause Home Entertainment: The Human Jukebox

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Industry Business equipment & services
Media Direct marketing
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Petra Seiler Albrektson
Copywriter Joakim Labraaten
Photographer Philip Karlberg
Released June 2011

Awards

Cannes Lions 2011
Direct Lions Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media Silver

Credits & Description

Type of Entry: Use of Direct Marketing
Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Title: THE HUMAN JUKEBOX
Advertiser/Client: PAUSE HOME ENTERTAINMENT
Product/Service: HIFI CHAIN
Entrant Company: AKESTAM HOLST Stockholm, SWEDEN
DM/Advertising Agency: ÅKESTAM HOLST Stockholm, SWEDEN
Creative Director: Andreas Ullenius
Art Director: Petra Albrektson
Copywriter: Joakim Labraaten
Account Director: Henrik Adenskog
Account Manager: Anna Nolendorfs
Graphic Designer: Oscar Gardö
Art Director / Assistant Graphic Designer: Torbjörn Krantz
Motion Designer: Nisse Axman
Web Production: Magnus Svensson
Web Production: David Wahlgren
Photographer: Philip Karlberg
Public Relations: Claes Delin
Advertiser's Supervisor: Fredrik Hjelmquist
Describe the brief from the client:
Tell people that Pause is the best there is, when it comes to customized sound systems.
Creative Execution:
The experiment had never been done before. Our client was the first person ever to transform into a human jukebox. In Sweden and especially Stockholm, Pause is well known for their extravagant stores.
Describe the creative solution to the brief/objective.
With the challenges of being a small player up against big Hi-Fi chains and their media budgets, our mission was to put all effort into creating a story that could catch the attention of Pause offer among people – hoping they would pass it on… We connected the world to Pause Home Entertainment Store, inviting everybody to experience the true nature of Pause passion for customized sound systems. Meet the first Human Jukebox a.k.a. Fredrik Hjelmquist, CEO of Pause. We sent candy replicas of the pod as invitations to the launch.
Describe the results in as much detail as possible.
The campaign broke even after only 6 days, increasing sales by 112 % compared to last year’s campaign period. Store visits increased about 400%, and traffic to the web store over 600%.
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