Coopers brings epic Aussie talent live to your living room in new campaign via The Taboo Group
Australian hip hop artist ILLY and chef Shannon Bennett headline Coopers new Live, Loud & Local virtual, live entertainment series by the Taboo Group, in partnership with Live Nation Australasia.
The campaign was created in an effort to support pubs and venues around Australia during the COVID-19 pandemic, providing a platform for A-Class local talent to entertain stuck-at-home customers.
Friday 24 April 2020, Hosted by Joel Creasey and Myf Warhurst, Live, Loud & Local will run twice a week to bring music, comedy, trivia and food experiences to people’s living rooms. The kick-off event will officially launch Friday 24 April at 8pm via the Coopers Facebook page showcasing a stellar line up of live acts including a performance by ILLY (pictured below), and Shannon Bennett demonstrating the ultimate, Coopers beer battered fish and chips.
Says Nick Jamieson, executive creative director, The Taboo Group: “Culturally, socially and economically; pubs are, and always have been, an integral part of the Australian way of life. Live, Loud & Local is an opportunity for Coopers and the rest of us stuck at home to support the venues and entertainers who’ve always been there when we’ve needed cold beer and a good time with mates.”
In an effort to support some key Coopers’ venues, the beer company is partnering with select watering- holes across Australia who will be virtually “opening” their doors for the gigs. To tune in, punters will head to the specific pub’s Facebook pages where a line-up of Australia’s favourite entertainers will perform live from their living rooms or studios. Venues include Leonard’s House of Love in Melbourne, Coogee Bay Hotel in Sydney, Story Bridge Hotel in Brisbane. Coopers’ Original Ale House in Adelaide, The Sandbar in Perth, and The Northern in Byron Bay,
Coopers is also supporting its venues by encouraging the return of kegs from trade for a refund, at a cost of nearly $4 million and is working with their customers to provide tangible support when pubs reopen their doors. The gigs will also be interactive – with prizes to be won each night – seeing Coopers give away jugs of beer and meals at the pubs helping drive footfall back to venues. Additionally, there will be spot prizes of delivery options, product and merchandise giveaways, helping punters transform their homes into their very own mini pub.
Says Cam Pearce, director of marketing and innovation, Coopers: “As we watched our partners in hospitality and the arts respond to Coronavirus, we were inspired by their tenacity and willingness to overcome the challenges it presented. From pubs pivoting to bottle shops and takeaway restaurants, to comedians and musicians moving online, we wanted to create a platform where we could highlight and celebrate their tenacity to innovate and succeed. Live, Loud and Local will bring together our hospitality and arts industry partners, to try and make life a bit more normal into Australian homes.”
Live Loud & Local is supported by Live Nation Australasia to help bring some of the best music acts on board.
Says Roger Field, CEO, Live Nation Australasia: “We’re happy to be involved with the Coopers initiative in supporting local talent and giving them opportunity to play and perform in these unprecedented times. This is the beginning of an important relationship that fosters connection and closeness at a time we need it the most, and we look forward to the future with the Australian-owned company to help support and promote local talent.”
Coopers has developed a central website (cooperslocal.com.au) directing punters across Australia to ‘follow the tour’ on the pubs’ Facebook pages with new talent announced weekly.
The campaign will live across social, out of home, digital video & display.
To follow Live, Loud & Local, head to cooperslocal.com.au.
Client: Coopers
Agency: The Taboo Group
Strategy Director/Partner: James Mackinnon
Executive Creative Director: Nick Jamieson
Creative Director: Matt Heays
Designer: Dane Falkström
Group Account Director: Kate Prowse
Account Director: Celia McCarthy
Senior Strategist: Tatum Ambler
Social Media Executive: Jacob Moeschinger
Agency Producer: Christina Meunier
Talent Management: Sarah Campbell
Video Production: Magnetizer & Firme
Public Relations: KDPO
Media Agency: KWP
Web Development: Rock Agency
Illy image credit: Simon Upton
2 Comments
There seems to be a bit of this kind of stuff about at the moment – but turning this around for a beer client with this level of talent is a fair effort in a few weeks. Well done.
Nice one Jamo. I’ve just seen Furphy do the same thing and it was painful. Hope this works.