We used a variety of media to market the Box. The idea was to let the Pause personnel themselves act out scenes from the ground braking movies included in the DVD-collection. In full spread ads. In a “sweded”, i.e truly homemade re-make of the landing scene of Saving Private Ryan, as a viral on YouTube. In the blog “blogspot.groundbrakers.com” where Pause personnel started up a discussion about moviemaking and what equipment one should use to enjoy the result. In Direct Mail and homemade movie posters in the streets.

During the 3 week campaign period in November 2007 over all sales increased by 175%, compared to the same period in 2006. All of the 200 DVD-collections were given out to clients as added value with their purchase of $1000 or more.