The goal of the Feria "Cut & Colour" campaign was to create brand interaction. Radio, because it lacks visuals, isn't used by cosmetic marketers, yet UM knew it generates powerful activation. UM leveraged radio's inherent benefits to overcome its barriers. The idea was to get people talking about Feria via live events.Our secret weapon? We took over empty shopfronts and turned them into hair salon lounges.Stations aired 30-45 live announcements prior to the lounge events. DJs from the station did added value two-hour on-site appearances with live call-ins, gift baskets and creating a buzz outside of the venue to attract potential consumers.