Measuring the Impact of a Smashing Success: A Deep Dive into the PR Campaign Behind the Launch of The Smash Room Abu Dhabi

July 28, 2023

What's Popping?

Who would have thought that destroying objects to relieve anger and frustration would become a huge success? The Smash Room, a local attraction in Dubai that is popular for its unique concept that combines entertainment and therapy has now opened a new franchise location in Abu Dhabi which has already started to become a great hit.

Here’s a look into how POP Communications’ PR Campaign put The Smash Room Abu Dhabi on the map.

How It All Began

The idea behind The Smash Room was inspired by difficult times in co-founders Hiba Balfaqih’s and Ibrahim Abudyak’s lives. While Hiba was dealing with the loss of her grandmother, Ibrahim was going through a divorce. When traditional peaceful coping mechanisms weren’t cutting it, Hiba took old junk into the backyard and smashed it to bits which made her feel massively better. This is when that lightbulb moment hit. She teamed up with Ibrahim, her best friend and partner in crime, to bring people a version of a spa day that involved smashing everything in sight, and thus The Smash Room came to life with its first location in Dubai, which was also the first of its kind in the UAE.

An Alternative Entertainment Experience in the UAE

With its popular branch in Dubai, The Smash Room has successfully proved that alternative entertainment and leisure concepts are viable in the UAE. Having opened a new franchise location in Abu Dhabi, The Smash Room aims to expand its customer base by tapping into new markets.

Increasing Brand Awareness

POP Communications started working with The Smash Room first in 2019 and then back again in 2023 to support its brand awareness and increase brand visibility.

The A-Z Process Behind the Launch of The Smash Room Abu Dhabi: Pre-Planning, Media Coverage, Influencer Engagement

Pre-Planning:

Drafting an informative press release highlighting The Smash Room’s expansion to Abu Dhabi by opening a new franchise location. This press release touched on a business angle and informed the readers about the details of the new location and the key features that make it stand out from the existing brand in Dubai.

A First Look:

POP Communications organized a First Look opportunity with Time Out Abu Dhabi – a prominent publication covering arts and culture, entertainment, things to guides for Dubai and Abu Dhabi, F&B and lifestyle news, etc. where they were invited to be the first media to check out the venue and experience the amenities.
Time Out Abu Dhabi later published an exclusive first-look editorial feature online and one Instagram reel with content that they produced while visiting the venue.

Media Relations:

After 24 hours of Time Out Abu Dhabi’s exclusive first look feature being online, POP Communications distributed the press release to the rest of the target media.
Pushed brand awareness with a strategic media outreach by pitching the new announcement to media titles and monitoring media later for potential coverage.

Influencer Engagement:

Inviting 2 lifestyle influencers based in Abu Dhabi to review the new location and spread awareness by posting engaging content.

The Outcome: A glimpse into what POP Communications achieved during this period:

A total of 36 media placements with 15 coverage pieces in top-tier publications such as The National, What’s On Abu Dhabi, Time Out Abu Dhabi, Khaleej Times, FACT Magazines, Arabian Business, Russian Emirates and Yalla Abu Dhabi within the first few days after the launch.
7 Instagram stories and 2 Instagram reels within the first week of The Smash Room Abu Dhabi opening, highlighting The Smash Room’s new Abu Dhabi location.

Key Takeaways:

Planning and actioning everything in advance is essential for any PR-related activities and campaigns, including important news announcements regarding new openings or launches. Developing a clear PR plan and structure will ensure a great outcome.