Become the social hub of originality
Challenge
After the pandemic period, Jägermeister wants to light up again the nights of gen z with a new social positioning that actively engages young people and shows them the unexpected sides of electronic music. The aim of the campaign is to use the brand's social channels to communicate Jägermeister's values and give users a voice.
A social docu serie Youtube based
SOLUTION
Jägermeister launches a new social positioning #BeOriginal. A call to action to Gen Z. An opportunity to bring originality to both the social world and the world of electronic music. We give voice to 10 young aspiring music producers. The mission: to create a unique track and become the new Italian Music Meister. With a docu-series we bring online the journey of participants ready to put themselves on the line to play on Jägermeister stages. With a content strategy designed to excite, inspire and teach on the different brand social media channels we involve the target.
Key Facts
"Brand entertainment makes it possible to base the future purchase choice on a relevant emotional experience. It is the affinity between the proposed content and the passions of the target audience that drives it. In the case of the JägerMusic Lab, we have created a brand entertainment with a very strong brand connection: night and electronic music are deeply related, and to have a brand-relevant presence at all touch points makes it a winning move."
CEO and CCO
Serviceplan Italia
Key Takeaways
#1
A project is truly integrated when it starts online but ends up also in the real world.
#2
To reach the target audience, a brand must fit into its world and become an integral part of it.
#3
Branded content does not mean to place a product in the spotlight but to be the light that lights up a world of values.
Awards
Media Key Venice Award
1° place in “Social Beverage" category
