We’ve used the conceptual idea of “Unusually” since 2000. Everything about Pause is unusual, the stores, the know-how, the quality of the products as well as the ads and use of media. By sampling flat screens as bookmarks we encouraged the recipients to try out the sensory feel of a truly thin TV-set.

The Result: The installation was part of a campaign that also included ads and direct mail. It ran during December 2005 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 previous year in the old store (at the same location).