Pause Ljud Bild Print THE HEIST by Akestam.holst Stockholm

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THE HEIST

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Industry Household maintenance & pet products, Alarms & Locks
Media Print, Magazine & Newspaper
Market Sweden
Agency Akestam.holst Stockholm
Director Nisse Axman
Creative Director Andreas Ullenius
Art Director Petra Seiler Albrektson
Copywriter Joakim Labraaten
Photographer Marcus Kuhn
Released November 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: PAUSE HOME ENTERTAINMENT
Product/Service: HIFI CHAIN
Agency: ÅKESTAM HOLST
Creative Director: Andreas Ullenius (Åkestam Holst)
Copywriter: Joakim Labraaten (Åkestam Holst)
Art Director: Petra Albrektson (Åkestam Holst)
Account Director: Henrik Adenskog (Åkestam Holst)
Account Manager: Anna Nolendorfs (Åkestam Holst)
Digital Producer: Johan Eklund (Åkestam Holst)
Graphic Designer: Oscar Gardö (Åkestam Holst)
Director: Nisse Axman (Åkestam Holst)
Motion Deisgner: Oskar Törnros (Åkestam Holst)
Studio Assistant: Kim Ihre (Åkestam Holst)
Web Production: (From Stockholm With Love)
Production Company: (Supermegacorp!)
Photographer: Marcus Kuhn
Media placement: Cyber - Website - November 1 2011
Media placement: Cyber - Youtube.com - November 1 2011
Media placement: Press - DN/SvD - November 1 2011
Media placement: Direct - Mail - November 1 2011
Media placement: Outdoor - Poster - November 1 2011
Media placement: Outdoor/Ambient - In Store - November 10 2011

Describe the objective of the promotion.
Our brief was to prove that Pause, a reseller of home electronics, delivers the best home cinema experience. But with the challenge of being a small player on the market, we needed to create a story that could catch the attention of Pause offer among their potential clients: true movie lovers.

Describe how the promotion developed from concept to implementation.
We turned a store into a movie and invited the public to play the lead role as burglar in a classic heist scene. Inspired by Entrapment, Ocean's Eleven, Mission Impossible and The Italian Job we installed green lasers, motion detectors, strobe lights, alarms, smoke etc. A late evening after closing, you could, with support from a partner at the computer, turn off the motions detectors, crack the code to the alarm system from Pause hijacked website. Among the stolen goods was a 6000 dollars LED TV, headphones, DVDs and generous discounts at Pause.

Explain why the method of promotion was most relevant to the product or service.
In order to prove that Pause delivers the best home cinema experience, words just wasn’t enough. The audience had discover the feeling for real – and so they did.

Describe the success of the promotion with both client and consumer including some quantifiable results.
- Direct sales on home cinema products increased 58% the quarter after the campaign.
- Store visits increased 270%
- Traffic to the web store 19 000%.
- The movie trailer hit the trend list on youtube.