BRIEF: To tell people that Pause is the best there is, when it comes to customized sound systems.SOLUTION:With the challenges of being a small player up against big Hi-Fi chains and their media budgets, our mission was to put all effort into creating a story that could catch the attention of Pause amongst influential people such as journalists – hoping they would pass it on.We connected the world to Pause Home Entertainment Store, inviting everybody to experience the true nature of Pause passion for customized sound systems. Meet the first Human Jukebox a.k.a. Fredrik Hjelmquist, CEO of Pause.RESULTS:The campaign broke even after only 6 days, increasing sales by 112 % compared to last year’s campaign period. Store visits increased about 400%, and traffic to the web store over 600%.

A press release (http://www.youtube.com/watch?feature=player_embedded&v=oIHZZn4XIGo) was sent out to a small number of journalists in Sweden. A couple of days later the campaign spread to blogs, websites and other social media. After 7-10 days, the campaign reached Canada and the program "The Daily Planet", followed media coverage in Russia, Spain, Japan, all the Nordic countries and much more.

- 5 minutes of primetime on the Discovery Channel.

- A full page article in the leading Spanish daily newspaper, El Pais.

- 3 minutes of primetime on Canada's largest radio channel, CBC Radio One.

- 1 minute of primetime on SVT (similar to BBC)- 20 minutes on different radio shows around Sweden.- Articles in Sweden's largest financial daily newspaper, Dagens Industri.

- 1,5 minute in national Japanese TV.- Thousands of blogs and websites.

Leading to:The campaign broke even after only 6 days, increasing sales by 112 % compared to last year’s campaign period. Store visits increased about 400%, and traffic to the web store over 600%.