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

This is where the lion's share part of potential customers work, do their private shopping and lunch. It’s also the location of the Pause stores, the epicentres in our communication. With this installation Pause managed to interact with the target group in their everyday life with great impact.

Promote the re-opening of a Pause store. And convince the demanding Hi-Fi and home theatre enthusiasts that Pause is the cutting edge retailer in Stockholm.

The installation was part of a campaign that also included ads and direct mail. It ran during December and was commented upon in various newspapers and blogs in Sweden. During this period of time total sales increased by approximately 300% compared to December sales of the previous year in the old store.

Solution:Create maximum focus on the location. The installation “Unusually powerful store” was constructed of lacquered foam plastic, 19 metres of plastic hose covered with sailcloth, hanging tapestry and a skyscraper (where Pause is located) as the speaker-box. Since 2000 we’ve worked with the conceptual idea of “Unusually”. Everything about Pause is unusual. The way the shops look, the know-how, the quality of the products, as well as the ads and use of media.

Media Strategy:We constantly look for ideas where the media in itself plays a vital role in dramatising the message. Customer insight tells us that “powerful” is a valuable word to own and dramatise for Pause being a high-end Hi-Fi store.