BWS has announced that its music strategy and creative activation will be led by music creative agency BRING – Universal Music for Brands.
An Le, head of brand marketing at BWS, said: “Music is a truly authentic way for us to connect with young Aussies and the BWS Cool Room is the perfect property for us to do this.
“After seeing the impact of Cool Room last year, we’ve partnered with BRING to evolve our unique voice in music and to reach more communities over Summer. We have bold ambitions to go bigger and cannot wait to unveil how it will evolve this year!”
The BWS Cool Room in its first-year iteration was a unique property that cleared-out actual Cool Room’s in BWS stores and invited lucky fans inside for some of the year’s coolest live music moments.
Kiwi pop sensations BROODS and famed party-starters Client Liaison led the artist line-up as they played inside the fridges whilst fans adorned custom puffer jackets. The campaign rolled out on Spotify to talk directly to music fans with custom content in and around the gigs to drive relevancy and scale.
Post-Campaign, the brand enlisted BRING to evolve the platform and to understand how music could play a pivotal role in the brands new ‘Refreshingly BWS’ platform.
Adam Ireland, managing director, BRING, said: “Hand on heart, there is no other brand in Australia that could pull this off the way BWS can. Music is an expressive medium and more and more, we’re finding that brands love the flexibility and creativity that a Music-led idea can unlock.
“Off the shelf sponsorship solutions can offer simplicity, but a bespoke music strategy is designed for the audience and built from the ground up – offering greater impact & connection. In year two of our partnership, the BWS team have grabbed this creative idea with both hands and as a result, Cool Room in 2023 will be a fan experience like no other.”
James Griffiths, executive creative director at BRING, said: “What an exciting journey we’re now on with the BWS Brand!”
“We were all thrilled with the BWS Cool Room last year, and knew at the time we had landed on something truly ownable. But not only that, something that could uniquely capture the brands DNA and show, not tell music fans what BWS stood for. We now get to explode this further in 2023 by taking the BWS Cool Room out of BWS stores and directly to fans with bigger, bolder and more surprising gigs.”
This summer, BWS Cool Room is evolving into a multi-sensory live music experience – a giant, purpose built stage-come-fridge that invites fans to step through its fridge doors and into a gig like nothing else across three locations along the Eastern seaboard.
Among this year’s line-up of hot artists, global hip-hop superstar, Armani White will touch down in Australia for the very first time in Victoria, with surf-rock legends Lime Cordiale playing an exclusive gig at SXSW and electronic sensation Memphis LK leading the charge for an intimate Newcastle show.
The strategic partnership with the BWS brand marks the second multi-faceted large-scale cultural music platform to launch in 2023 via BRING.
BRING’s recent work with Wild Turkey saw them launch Music 101, a localised experiential music platform which among other live music experiences bought Matt Corby to the wilds of NSW for an exclusive paired-back show.
The agency has also produced award-winning work for Vodka Cruiser, where their collaboration with TBWA Melbourne saw them break up the Veronica’s in a stunt that generated more than 700million+ impressions.