| Title | DISCOUNT IS KING |
| Brand | PAUSE HOME ENTERTAINMENT |
| Product/Service | HIFI CHAIN |
| Category |
B05. Mobile Advertising |
|
Entrant
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ÅKESTAM HOLST Stockholm, SWEDEN
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Idea Creation
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ÅKESTAM HOLST Stockholm, SWEDEN
|
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Media Placement
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ÅKESTAM HOLST Stockholm, SWEDEN
|
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PR
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
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Production
|
ÅKESTAM HOLST Stockholm, SWEDEN
|
Credits
| Magnus Jakobsson |
Åkestam Holst |
Creative Director |
| Adam Reuterskiöld |
Åkestam Holst |
Copywriter |
| Joakim Khoury |
Åkestam Holst |
Art Director |
| Henrik Adenskog |
Åkestam Holst |
Account Director |
| Alex Picha |
Åkestam Holst |
Digital Producer |
| Fredrik Lindh |
Åkestam Holst |
Front-end Developer |
| Kalle Peterz |
Åkestam Holst |
Back-end Developer |
| Eric Karlsson |
Åkestam Holst |
Motion Director |
The Campaign
The idea was to send the discounts as cash straight into the client’s pocket. In advance.
Creative Execution
In short: Pause sent cash straight into the client’s pocket. In advance.
We invented a brand new media channel. Using the well-established Swedish payment service Swish, commonly used to send money between friends, families and companies, Pause sent money to its clients in advance. Since it was actual money, you were free to do whatever you wanted with the money. Buy flowers to your home, grab a beer or get yourself a new shirt – all that was okay.
When you get money from someone, you get a notification and a message. We used this to get our message and discount across to the clients.
The campaign started on April the 6th and will continue to June 2016.
The trust from the clients where overwhelming. The campaign was a huge success. Breaking even in 2 days. Over 75% of the discounted receivers also bought the discounted items.
Pause is a small chain of hi-fi stores, providing great service and state-of-the art stereo equipment to real sound lovers – sometimes at a discount. But its big competitors – the big box stores – aggressively market fake sales and discounts, where they present their original prices or ridiculously small reductions as if they were a discount.
Thus, to create trust in a category where all trust had been eroded, Pause decided to do something disruptive: Send their clients real money in advance of the Pause sale. No strings attached.
By using a personal medium to send their discount, and trusting that their loyal clients would use it in their stores, Pause could stand out from the category, generate PR and attention, and start rebuilding trust and interest in Pause’s sales. And show that Pause is the real deal in a category of fakes.