"The Human Jukebox" by Akestam.holst Stockholm for pause.com

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"The Human Jukebox"

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Industry Electronic Devices & Home Appliances
Media Print, Magazine & Newspaper, Digital, Interactive & Mobile
Market Sweden
Agency Akestam.holst Stockholm
Creative Director Andreas Ullenius
Art Director Petra Seiler Albrektson
Photographer Philip Karlberg
Released July 2010

Awards

Cannes Lions 2011
Cyber lions Retail & E-Commerce, including Restaurants Bronze

Credits & Description

Category: Retail and E-Commerce, including Restaurants
Advertiser: PAUSE HOME ENTERTAINMENT
Product/Service: HI-FI STORES
Agency: ÅKESTAM HOLST
Date of First Appearance: Nov 16 2010
Entrant Company: ÅKESTAM HOLST, Stockholm, SWEDEN
Entry URL: http://www.thehumanjukebox.se/
Creative Director: Andreas Ullenius (Åkestam Holst)
Art Director: Petra Albrektson (Åkestam Holst)
Copwriter: Joakim Labraaten (Åkestam Holst)
Account Director: Henrik Adenskog (Åkestam Holst)
Account Manager: Anna Nolendorfs (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
Art Director/Assistant Graphic Designer: Torbjörn Krantz (Åkestam Holst)
Motion Designer: Nisse Axman (Åkestam Holst)
Assistant Art Director: Kristoffer Larberg (Åkestam Holst)
Web Production: Magnus Svensson (From Stockholm With Love)
Web Production: David Wahlgren (From Stockholm With Love)
Photographer: Philip Karlberg
Public Relations: Claes Delin (88 Grader)
Technical Advisor: Johan Albrektson (Systems Go)
Media placement: Cyber - Thehumanjukebox.se - November 16
Media placement: Cyber - Youtube.com - November 16
Media placement: Direct - Dimensional Mailing - November 16
Media placement: PR - Journalists - November 16

Insights, Strategy & the Idea
Our brief was to tell people that Pause is the best there is when it comes to customised sound systems. But with the challenge 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's offer among influential people such as journalists – hoping they would pass it on.

Creative Execution
We connected the world to Pause Home Entertainment Store, inviting everybody to experience the true nature of Pause's passion for customised sound systems. Meet the first Human Jukebox a.k.a. Fredrik Hjelmquist, CEO of Pause.

Results and Effectiveness
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%.