Smooth creates a multi sensory experience

NOVA Entertainment has launched the smooth Relaxation Station, a multi-sensory brand experience that reinforces smoothfm’s relaxation proposition in the experiential arena, in market from 7 September.

In a radio first, NOVA Entertainment has partnered with IPG Mediabrands agencies UM and Ensemble to create a five minute multiple sensory experience that allows the user to remove themselves from external distractions and immerse themselves in the smooth brand.

The unique design of the smooth Relaxation Station provides the participant with a customised music experience, based on the user’s mood selection, happy, mellow, loving or stressed.

Designed to enhance relaxation, the experience features a collection of smooth songs presented by smoothfm’s high profile announcers, Melissa Doyle, Cameron Daddo, Richard Wilkins and David Campbell and packaged with some built-in massage therapy to set the mood.
The largest radio neuroscience study commissioned by smoothfm early this year proved relaxation heightens engagement to experiences and content and the smooth relaxation station supports this proposition. The smooth relaxation station will be located in high density areas in Sydney and Melbourne shopping centres, to provide unique opportunities to escape the noise of everyday life and immerse themselves in a relaxing environment from 7 September. Media agencies in both states will then have the opportunity to host the smooth relaxation station. 
Leanne Glamuzina-Gibb, NOVA Entertainment Group Marketing Manager said, “The smoothfm Relaxation Station is a physical demonstration of how smoothfm creates a moment of relaxation in everyone’s busy lives.  Consumers will have the opportunity to experience some ‘time out’, all whilst relaxing to a selection of songs from the smoothfm playlist that are programmed based on the mood you are in at the time”.
Tim Hodgson, Ensemble Managing Director said, “This project is a great demonstration of a brand driving an emotion in its audience through an immersive activation. The experience has been created with a globally imported and modified piece of technology, tailored to the smoothfm’s requirements, to deliver the ultimate moment of relaxation… something we all need more of!”
smoothfm launched in May 2012 with a ‘more music less talk’ proposition and a playlist designed to create an easy place for listeners to relax and escape their busy lifestyles. smoothfm has become one of the fastest growing media brands, transitioning from broadcast radio, DAB+ and on-line to having its own music channel on Foxtel, and a series of high-selling compilation CDs. 

The smooth Relaxation Station is another example of the smooth brands extending into the experiential space, including the live music brand A Night With, the smooth Festival of Chocolate and the smooth suite agency activations in Sydney and Melbourne.


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