Prima has launched CoolLab, a new media project focused on projects for young target groups.
Media group Prima has unveiled a new brand CoolLab that focuses on young target groups. The new media hub is mainly responsible for content on social media and connects the digital world with TV production. It builds on the style and community of the Prima Cool TV channel, which has long targeted the Generation Z and young millennials.
The CoolLab team currently manages, among other things, the social network Prima Cool, which turned into a full-fledged information and entertainment medium at the turn of the year. As a result, Prima says its performance is growing, with the project recording more than 42 million impressions across platforms as of March 2025. On Instagram, performance is up more than 1,700% year-on-year and the number of interactions is up 1,100%. The Facebook profile reached 4.8 million users, exceeding the reported number of active users in the Czech Republic.
Activities also include the social media management of the reality show StarHouse, the launch of which generated over 8 million impressions and hundreds of thousands of interactions. CoolLab also cooperates with CNN Prima News, for which it prepares social content related to TV shows such as Milujeme Česko, Prostřeno! or Show Jana Krause.
The visual design of the new brand is created by the Yiskra graphic studio, known for its collaboration with brands such as Vilgain, Trezor or Red Bull.
"Our goal was to create a platform that communicates with young people in their own language and in a format that is natural to them. It's not just about entertainment. CoolLAB connects social media, TV, celebrities and brands," says Christina Tupá, brand manager at CoolLab.
Source: mediaguru.cz
