We have identified the arena of communication as the financial district in Stockholm.

This is where the lion's share of potential customers work, do their private shopping and have lunch. The most influential paper to reach this group is Dagens Nyheter where the ad ran.

Increase sales of luxury flat screens, and convince the demanding Hi-Fi and home theatre enthusiasts that Pause is the cutting edge retailer in Stockholm.

This entry was part of a larger campaign for Unusually thin TV-sets that ran in December 2005. During this time sales of luxury flat screen TV’s increased by approximately 300% compared to December of the previous year.

Since 2000 we’ve used the conceptual idea of “Unusually”. Everything about Pause is unusual, the stores, the know-how, the quality of the products as well as the ads and use of media. In the ad for “Unusually thin TV sets” a small “misfit” in printing the broadsheet resulted in the products disappearance.

We constantly look for ideas where the media in itself plays a vital role in dramatising the message. Our customer insight tells us that “thin” is a valuable word to own since it equals “exclusive” for flat screens.