THE CHALLENGE

The Guardian needed an activation at the UK's biggest podcast event, to promote the Guardian Podcasts and gain awareness across a B2C and B2B audience. As the Guardian actually invented the word ‘podcast’, it felt only right that we staked a claim at the biggest pod event in the calendar - 10,000 attendees, a crowded floor, and dozens of brands competing for attention. Standing out wasn't optional. It was the whole point.

WHAT I DID

I was tasked with creating a show-stopping moment, to capture people’s attention at the event, and get audiences talking on social media.

So I did just that.

Grace Dent’s Comfort Eating podcast was one of the Guardian’s most beloved properties. My idea: bring the pod artwork to life in a fully immersive installation at the show. A physical, unexpected, completely on-brand moment that nobody else could have done.

The bath of chips.

Our experiential booth was full of people wanting to sit in the bath/be photographed in the bath - which amplified engagement across social channels with our unique hashtag. Even Jay Rayner himself (Grace’s podding rival) stopped by to take a look.

In the evening, we invited a select number of clients to join us for cones of chips wrapped in the Guardian newspaper, and some drinks, before heading into the first ever live recording of Grace Dent’s Comfort Eating podcast, with guest, Jamie Laing. It sold out.

The event was a huge success and firmly placed the Guardian Podcasts on the map alongside other audio media giants.

RESULTS

10k people reached at the Podcast Show

1 sold out live event

First ever live podcast recording - with Grace Dent and Jamie Laing

27%+ sales uplift

1 bath of chips