The Project Deliverables
Customer engagement, brand awareness, social media marketing, customer intelligence gathering, raising the profile of Bathroom Takeaway as a fun company to do business with.
Bathroom Takeaway is a Salford-based supplier of fitted bathrooms and individual bathroom and plumbing products. They have a light, fun image, reflected in their logo and the strapline 'as easy as 1-2-3'.
The aim of the promotion was to raise awareness of the brand in a fun and engaging way, not only with the crowds at Irlam Live, but also with their friends and followers on social media. Bathroom Takeaway was also keen to use the opportunity to survey the buying preferences of potential customers.
Irlam Live is an annual music festival, which takes place every June in Prince's Park, Irlam. It attracts a top class line up, which this year included Toyah, The Stranglers and a host of 80s and 90s acts, such as Go West, Republica and 5Star. The 2017 event had been attended by 8,000 local people, and the 2018 version was set to be even bigger, creating a captive audience for Bathroom Takeaway.
The event was chosen because of its close proximity to the Bathroom Takeaway warehouse, just nine miles away in Salford. As well as local people, many of the audience travel to the festival from Manchester, Salford and the North West, making Irlam Live the perfect opportunity to reach out to the company's target market.
Standing out amongst the star attractions at a music festival is never easy, and the Noise team knew that it would take something very special to get the attention away from Toyah and co. To achieve this, we took a two-fold approach, combining a stand out big blue bus with a promotions team dressed in inflatable bath costumes that were difficult to ignore.
The Bathroom Takeaway Bus provided a great view of the stage as well as shelter from the sun, giving guests the VIP treatment while reinforcing the brand.
But even a huge blue bus could not compete with our brilliant promotions team, who toured the crowds dressed as full sized baths, complete with giant yellow rubber ducks. These hugely original and outrageous costumes naturally attracted loads of attention, with festival goers queuing up to pose with the team in the tubs.
Everyone who had their picture taken by our Bathroom Takeaway Photobooth App was asked for their email address so that we could send them their photo, and everyone was given a 5% off voucher to spend in-store at Bathroom Takeaway.
Over two days of touring the site, talking to the crowds, distributing leaflets and posing for pictures, the Noise team interacted with thousands of potential customers. Hundreds of photos were taken creating a reach of over 2,000 on social media, using the hashtag #bathroomtakeawayontour.
But it didn't stop there. To access their photograph, customers were invited to answer a short survey covering topics such as their bathroom buying choices (online, in-store etc), their potential price range and their immediate plans.
Our roving team of tubs exceeded the client's expectations on every level, not only gathering great data for their future marketing, but also creating a real social media buzz around the Bathroom Takeaway brand.
By combining a novel, with a team of lively, engaging staff, Noise managed to deliver a considerable volume of positive publicity, created customer engagement and generated a level of goodwill towards the brand that no amount of traditional advertising can promise.