Radio One goes live at Weekender store

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | November 03, 2008
Radio One goes live at the launch of Weekender's newly renovated store in Bengaluru

Ever thought & #BANNER1 & # about being on air while you shop? Well, you could have been if you had been in Bengaluru recently, when Weekender opened a renovated outlet in Commercial Street and roped in Radio One to set up a studio and help shoppers get a feel of a live radio station.

Speaking about the campaign, Shyju Varkey, station head, Radio One, Bengaluru, says, "Weekender wanted to create a radio campaign for its renovated store and approached us. After we got the brief, a few sessions of brainstorming made us realise that we wanted shoppers to experience how a radio station works." The idea clicked instantly, with footfalls of around 1,400 people, which, otherwise, on a normal day, would have been about 300.

People were able to hear their voice on air and request RJs to play their favourite songs at the store. Action happened outside the store as well. It is well known that traffic crawls on Commercial Street. Promoters, therefore, went from car to car and gave gifts to anyone found playing Radio One in their car.

"It was a completely new experience for us too," says Varkey. Being the only advertising medium for Weekender, Radio One went out strongly to spread the message.

"Through this activity, we leveraged our strong franchise with this listener base to bring them to the store, where they got a touch and feel experience of not just the latest fashion offerings, but also of the radio station and its voices, of which they've grown so fond," he explains. "People got a kick out of hearing their voice and we were successful in initiating and executing our message."

"We feel that radio is the voice of the young and the best way to communicate with a local audience," said Kanika Vohra, chief operating officer, Weekender. "We are excited about tagging our products with this unique initiative."