The Heist - HiFi Chain
Pause Home Entertainment
Issue 23 | June 2012
Agency
Akestam Holst
Creative Team
Creative Director: Andreas Ullenius; Art Director: Petra Albrektson; Copywriter: Joakim Labraaten
Production Team
Director: Nisse Axman; Graphic Designer: Oscar Gardo, ; Motion Designer: Oskar Tornros; Studio Assistant: Kim Ihre; Photographer: Marcus Kurn.
Other Credits
Account Director; Henrik Adenskog; Account Manager: Anna Nolendors; Digital Producer: Johan Eklund; Production Company: From Stockholm with Love and SuperMegaCorp!
Date
November 2011
Background
The brief was to prove that Pause delivers the best home-cinema experience.
Idea
The Pause store was turned into a movie set and the public was invited to take part, robbing the place in a classic heist scene. Inspired by ‘Entrapment’, ‘Ocean's Eleven’, ‘Mission Impossible’ and ‘The Italian Job’, green lasers were installed in the shop along with motion detectors, strobe lights, alarms, smoke etc.
Late at night, long after closing, competitors could hijack the Pause website in order to crack the code to the alarm system and turn off the tremblers and detection devices.
To try to steal the $6,000 flatscreen TV, competitors had to work in pairs with one person at home in front of a computer and the other actually inside the store itself, trying to get away with it.
The closer contestants got to the television, the greater the discounts they were offered on buying it.
Results
Direct sales on home cinema products increased 58% after the campaign.
Our Thoughts
Stepping into a high-tech thief’s shoes is likely to be a back-burner fantasy for the store’s target audience. And when it’s encouraged by the store, with no other repercussions than a decent-sized discount, it’s got to be too good to turn down.