Smooth Radio at the Ideal Home Show – brand activation.
The Smooth Lounge is an experiential marketing concept I created specifically for the Ideal Home Show which is now adopted across multiple events in the Smooth Radio calendar.
The Smooth Lounge adds a positive feature to existing events such as the Ideal Home Show. As the Marketing Executive for Smooth Radio I wanted to break away from the average brand experience the public were having when they came across the brand on the ground; wanting instead to give people a luxury and memorable interaction that truly reflects the brands values, leaving visitors with a positive feeling about both Smooth Radio and the Ideal Home Show.
Smooth Radio is the station for ‘me time’, offering soothing and refreshing music that fits with the listeners busy lifestyle. We call our listeners ‘modern mid-lifers’; busy people who love new experiences and like to pack loads into life. Despite all this, they do crave a moment away from it which is where Smooth comes in. It’s an oasis of calm in their busy lives.
My vision for the Smooth Lounge kept these values at its centre. I wanted to create an area within the event that could be a place to escape the hustle and bustle of the show. A place that celebrated music, was fun and gave visitors the chance to win luxury prizes all while being spoilt and pampered.
Bringing the idea to life – I worked with one of Smooth’s clients to supply furniture for the space that created a feeling of a lounge and gave visitors a chance to take a seat. I positioned a PA in the centre of the lounge to play out a specially recorded mix of Smooth Radio classics with reads from the stations presenters. In order to pamper visitors I booked beauticians to undertake complimentary manicures and massages. Another client supplied a spa break for the Smooth street team to give away in a competition run on our iPad app over the weekend, this also allowed us the opportunity to data capture. Finally, we had a Smoothie bar and the Smooth street team gave away refreshing drinks and goodie bags.
Smooth Radio were the official media partner for the Ideal Home Show so were included on the show marketing creative which consisted of OOH, digital, print, TV and of course radio. Smooth were also including in show branding including site maps, event programme and goodie bags. This allowed us to communicate our presence at the event throughout the duration of the campaign and encourage visitor so stop by the Smooth Lounge.
The results – The Ideal Home Show had in excess of 100,000 visitors over the four days giving Smooth Radio unprecedented access to the stations target demographic. The spa break completion had over 300 entries with a 75% opt in rate. 200 goodie bags and 2500 drinks were given away. Finally people chose to wait up to two hours for complimentary manicures giving fantastic dwell time in the Smooth lounge while sampling the radio output.