SmoothFM lives the brand with experiential relaxation station in shopping malls
SmoothFM is giving shoppers in Sydney and Melbourne the chance to escape their everyday lives for a five-minutes in a ‘relaxation station’.
The new experiential campaign, created by UM and Ensemble features a custom-built booth which was installed overnight in the Macquarie Shopping Centre in Sydney which invites shoppers to have a “sensory experience”.
Users enter the ‘pod,’ lie on a comfortable mattress and enter their current mood (happy, mellow, loving or stressed) onto an iPad. The pod then plays a five-minute selection of music from Smooth’s playlist based on the answers.
It will be moved around the country to other Westfield centres in Sydney and Melbourne.
“Smooth FM commissioned the largest neuroscience study earlier this year”? Largest in what context? Globally, nationally, by radio stations based in Pyrmont?
Now people can literally take a nap while listening to their music.
I know SmoothFM’s isn’t to everyone’s taste – but, it’s a brand with a clear purpose and a clear market positioning that meets a real consumer need. If only half the brands we worked on achieved that we’d all be a lot happier.