Cannes Lions

CATACOMBO SOUND SYSTEM

ÅKESTAM HOLST, Stockholm / PAUSE HOME ENTERTAINMENT / 2013

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Overview

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Credits

Overview

Description

Our brief was to attract new clients and get more enquiries for Pause, a reseller of home electronics and their custom sound systems.

With the challenge of being a small player on the market, we needed to create a story that could catch the attention the public and influential people, such as journalists.

To demonstrate Pause's belief that when in anything is possible, we put the whole campaign budget on developing the CataCombo Sound System - a customized coffin, tombstone and online application that makes it possible for anyone to affect the after-life of Pause CEO by adding a song to his eternal playlist "Pause 4-ever", on the Pause website.

The promotional video became Sweden's most shared advert according to Viral Video Chart. After only six weeks enquiries for Pause custom sound systems had increased with 300% compared to last year's total. The CataCombo Sound System has been sold to customers in Scandinavia and North America.

The estimated PR value was $3,500,000

Execution

To demonstrate Pause's belief that when in anything is possible, we put the whole campaign budget on developing the CataCombo Sound System - a customized coffin, tombstone and online application that makes it possible for anyone to affect the after-life of Pause CEO by adding a song to his eternal playlist "Pause 4-ever", on the Pause website.

Instead of focusing on Pause home ground, Sweden, we looked toward the US by releasing a promotional video and notifying the media about the new product was out on the market. The goal was then, in order to increase to credibility among the Swedish public, feed the conversation and let the promo video travel the world before it hit Sweden and major news channels.

Outcome

- The promotional video became Sweden's most shared advert according to Viral Video Chart.

- After only six weeks enquiries for Pause custom sound systems had increased with 300% compared to last year's total.

- There was a 95% increase in number of store purchase during the campaign when compared to the same campaign period previous year.

- 40-45% of all purchases during the campaign period was made by new customers.

- Estimated PR value $3,500,000

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