News

BWS launches media platform, Cool Room, via Carat

Carat has launched BWS’ new media platform, The BWS Cool Room, in a multi-channel media campaign with Dentsu’s content and partnerships team.

The campaign runs over the next three months, with an activation component supported by audio, online video, social, content and OOH.

In collaboration with Spotify and Bring, Universal Music’s creative consultancy, Carat and Dentsu’s content team have invited two music artists to perform inside two BWS Cool Rooms.

Spotify will engage its users with an interactive feature enabling them to get a temperature reading of their music choices. Ranging from hot to chill, a user’s music tastes are paired with a drink recommendation with a discount to match.

Following their drink recommendation, users will be prompted to enter the Cool Room competition for the chance to win a double pass to either the Melbourne or Sydney Cool Room.

Alongside the activation, the campaign will also be supported by online video partners such as Twitch, Vevo and YouTube; content partnerships with Thrillist and Popsugar; and Meta.

M&C Saatchi led creative implementation across the integrated campaign, tapping into the cultural zeitgeist to bring music to the front of the creative platform.

With The Zoo Republic leading the promotional strategy, it partnered with Pilgrim Communications and Made In Katana to launch a microsite for the promotion.

Christian Fox, client partner, Carat, said: “The Cool Room is a media platform which we’ve worked hard to develop and refine and we’re excited to see it come to life. It marks a new era of how we activate media for the BWS brand, and only through true passion for our craft and understanding of the BWS brand can we truly harness the power of media.”

Scott Davidson, BWS managing director, added: “The BWS Cool Room experience will be one like no other, everyone has stepped foot inside a cool room before but this will be an experience they won’t forget, think Tiny Desk concert – but way cooler.

“The brief for our musicians is to take it up a notch, add an additional instrumental, twist the original, anything that will blow the roof off.”

Brendan Donnelly, creative director at M&C Saatchi, said: “Most bottle shops offer the same bland experience which is ironic seeing they sell the thing you take to a party. The BWS Cool Room sound series changes what a bottle shop can be making a trip to the bottle shop the start of the party.”

The performance will launch in Melbourne on 29 September at BWS Fountain Gate Drive Thru and Sydney on 27 October at BWS Glebe.

Credits:

Team:    

BWS – Jackson Young (Marketing Manager, Brand)   

BWS – An Le (Head of Brand)  

BWS – Anna Webster (General Manager, Marketing)

BWS – Scott Davidson, (Managing Director)

Carat – Christian Fox (Client Partner)   

Carat – Megan Suriadji (Client Executive)   

Carat – Ellishia Maher (Client Executive)   

Dentsu – Michelle Miroforidis (National Head of Content & Partnerships)  

Dentsu – Sarah Harrigan (Content & Partnerships Manager)   

Dentsu – Jacob New (Content & Partnerships Associate)   

M&C Saatchi – Helene Ioakimidis (Group Account Director)    

M&C Saatchi – Katie Lockwood (Senior Account Manager) 

M&C Saatchi – Brendan Donnely (Creative Director)

M&C Saatchi – Jake Rowland (Art Director)

M&C Saatchi – Claire Kirby (Copywriter)

The Zoo Republic – Claire Bezuidenhout (Account Service Director)

The Zoo Republic – Patrick Kenny (Senior Manager)

X Collective – Dan McFarlane (Commercial Director)

Roilti – Kiel Van Daal (Technical Director)

Pilgrim – Steph Quinn (Client Services Director)

Pilgrim – Rae Goode (Account Manager)

Major Partners:   

Spotify   

Bring (Universal Music)   

Made In Katana   

Jack Morton   

Weber Shandwick   

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