CoolBrands (2007-9)

Objective:

 CoolBrands is an annual initiative to identify the UK’s coolest brands. Start Live was briefed to launch CoolBrands - an extension of the Superbrands franchise - but to do so in a way that would set CoolBrands apart from Superbrands in tone and style, while embodying the elusive quality of ‘cool’.

Approach:

Start Live developed an event theme of ‘PlayCool’ which placed a selection  of the top CoolBrands at the heart of the launch event, and allowed invitees to experience truly Coolbrands at close quarters, in a physical space. Live experiences included  fashion shows from Aveda, London College of Fashion,  Beyond the Valley, Vivienne Westwood, Agent Provocateur and Diesel –with performances from Universal, Gaydar & Cuban Brothers. Catering hubs from Gu puddings and Hakasan as well as an interactive beer garden from Cobra. Simulation games from EA in collaboration with Triumph motorbikes and make your own cocktails with U’Luvka.

Results:

The CoolBrands launch event had guests queuing round the block to come in, everyone stayed for the duration of the evening rather than stopping in for a while as previously experienced and gained a high level of interaction with the major brands in attendance. Post event saw a huge increase in positive press coverage.