Jagermeister x LOKOMOTIVA, Maister the LOK 3.0
Main category
B2C
Sub-category
14. Brand Activation
Watch the event video
Event Description and Key Objectives
Jägermeister is the flagship product of the Germany-based Mast-Jägermeister SE. First crafted in 1878, Jägermeister is a digestif made with 56 herbs and spices. Over the years, Jägermeister, or simply Jager among many consumers, has created a really strong brand among young adults, due to successful campaigns and managing to deliver the right and inspiring stories to consumers while focusing to reframe the brand’s identity, attract a wider range of demographics and driving revenue growth.
One of the most successful advertising platforms created in US is platform ‘Be The Meister’, which plays up the idea that the drink is best served at -18°C. The campaign was designed to appeal to youth audience (adults ages 21 to 34) and drive reach and positive disruption in the marketplace for this unique spirit.
In order to meet communication and business objectives in Croatian market and due to specific market advertising constraints and position of brand, Jägermeister decided to boost the sales, between peak periods during summer and winter via creating brand campaign, within the “Be The Meister” platform, which consisted of a B2B event supported by a smart social, influencer marketing and PR activities.
Celebrating outspoken taste through art, music and fashion, inspiring and activation the primary young and urban target audience of the brand.
For this purpose, a fashion piece, the special jacket in cooperation with fashion brand LOKOMOTIVA, was created. It was 3rd and most succesfull local cooperation of Jägermeister brand and Lana Puljić, owner and designer behind LOKOMITIVA brand.
The jacket was inspired by the Jägermeister perfect serve at -18°C so it changes color when the temperature reaches ice cold. The features of the jacket are as follows: all parts of the jacket are detachable, including the hood, it features black, mat snap buttons with the urban stag logo (symbol of Jager( and upper jacket is water repellent and changes color in ICE COLD temperatures from bright green to a dark green color. This presents innovation in fashion design – it took a lot of research and testing in order to make the jacket change the color at exactly same temperature as Jägermeister perfect serve in in the same time that would reflect both LOKOMOTIVA and Jägermeister brands and, of course, be the fashion statement piece for upcoming AW season.
For this purpose, web shop was launched as an upgrade to Jägermeisterbestnights.hr where the jacket was available exclusively 1 day after event. 20 limited edition jackets were offered to end users, it they were sold within few hours.
Main idea of event was to rainforce the idea of perfect serve and transfer the brand vibe: we wanted to make Berlin style party where jacket would be presented.
Key challenges
Main challenge of the event was how to develop the fashion piece / the jacket / which all event was built around which would really change the temperature to our perfect serve temperature.
After this was resolved, we were facing the challenge of finding the right location which we could transform within the budget into ice cube.
Also, it is not easy to recruit cool urban crowd, entertain them and make them share the content.
Basic information about the event
Name of the organiser
ALERT
Location
Zagreb, Croatia
Event duration
14/09/2024
Client
G3 SPIRITS d.o.o.
VOTING LINK
Event results
Creativity
The whole concept - of not having event only but making event experience part of the story makes in unique and different.
Approach to event concept in terms of integrated communication.
Innovation
Innovative fashion parka jacket.
Innovation regarding the scenography - Croatia is quite limited in terms of availability of scenography options and we thing we managed to create ice cube atmosphere with limited resources and budget.
Execution
The event was attended by cca 350 people in total which included business partners, key media representatives and 30 top tier influencers and Jägermeister brand ambassadors. Event was held in hot urban spot, giving us opportunity to transfer the “BERLIN IN THE BOTTLE” vibe of brand and create the atmosphere of best clubs in Berlin. The event was the main topic in Zagreb for days after.
Jägermeister set the bar really high with this event as this was on of the few events in Croatia organised by an alcoholic beverage brand that offered an unforgettable meaningful experience to their guests. The only other brands to do something similar were Heineken and Aperol which. organised large music events that were open for the public (people could buy tickets). Lifestyle events are getting more and more popular in Croatia, so brands of alcohol usually plug-in to existing and other brand’sevent formats, but they rarely (if ever) invest in their own events like Jägermeister does.
The main concept of event in terms of scenography design was to incorporate element of ice and cold in order to rainforce the message of perfect serve on -18°C but also to connect with campaign on social media where shooting was held on glacier Molltaller in Austria. In entrance, we built the dark tunnel so guest could experience the moment of surprise when they entered the room turned into ice cube showroom (frozen) where jackets were exhibitied. After the visitors could see and try the special jackets, they entered the main floor, called “High energy zone”, where the DJ party was held. Filled with special effects, such as smoke (presenting the ice cold) and lasers, they could enjoy the specially prepared cocktails made with Jägermeister and shots.
The feedback from Zonar hotel staff and attendees was that they felt like they are in best club in Berlin or event in New York. Zonar was also interested to keep permanently some elements of the scenography.
Measurable results
A great coverage in media was obtained with 11 news and lifestyle portals publishing PR articles for free -> worth around 20.000 € / the value here is higher since for alcoholic beverage is not possible to pay for media space.
Communication
The campaign was conducted in 2 phases: during the teaser phase objective was to create buzz before the official reveal of the jacket we teased our third Meister the Lök piece on Instagram through Stories and Post content.
During the PR event & launch event was covered through Stories and the visibility was increased by collaborating with Meisters and influencers - @meixnerstyle, @thatgirlriva &
@joshuacirjak and many others. Other popular influencers who
attended the event were @jankojanic, @xniks2x and
@superbabekillah.
The Meisters (brand ambassadors) , both regional and local, attended the event where they covered the launch through Instagram Stories and posts.
All the Meisters received their parka jackets and participated in the photoshoot while creating content for social media channels.
In this phase we focused on showcasing the parka jacket through collaboration posts (8) with influencers and Meisters.
We published 6 Instagram Reels videos, and 5 collab posts. In 2 Reels we focused on showcasing the jacket. The second 2 were collaboration Reels with
@meixnerstyle and @thatgirlriva that showcased the PR event. The last ones were the official aftermovie and behind the scenes Reel. Meister the Lök Aftermovie of the PR event and the launch Reels received the most impressions.
Video views: 46 950 (organic)
A total number of interactions: 1839 (organic)
After event, we sent out press release.
