In a country like Sweden, with extremely high Internet penetration and a long tradition of technological innovation, it was the most natural and cost-efficient solution to primarily distribute the branded content online.

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 LED TV, headphones, DVDs and generous discounts at Pause.To promote the event, we wrote a plot and released a 3 minute long movie trailer that told the story about store manager Peter, who gets unfairly fired from Pause and decides to exact revenge on his former boss – by robbing the store.

- Direct sales on home cinema products increased by 58%; the quarter after the campaign.- Store visits increased by 270%- Traffic to the web store increased by 19,000%- The movie trailer hit the trend list on YouTube