Jägermeister will benefit from a £1million nationwide digital advertising campaign set to deliver 30 million impressions amongst 18-24 year olds in the lead up to Christmas.
Going live on 13th November for eight weeks, the digital advert forms part of Jägermeister’s empowering ‘Be the Meister’ global creative campaign which draws on the spirit’s heritage and encourages consumers to be the ‘meisters’ of their own lives.
The campaign’s media plan has been created specifically to reach Jägermeister’s target market and convey the brand’s irreverent identity. ‘Be the Meister’ will air on broadcast and non-broadcast Video on Demand channels, such as Sky, C4, Ladbible, nme.comand givemesport.com, and will be promoted on Jägermeister’s YouTube channel and social media platforms.
Created by Opperman Weiss in the USA, the bold ad takes viewers on a journey into a whimsical German nightclub where the crowd is led in a toast by the ‘Meister of Cold’, played by supermodel, Nadja Auermann. Together they celebrate the herbal spirit, chilled to perfection at -18 degrees Celsius, before proceeding with an unforgettable night.
The digital ad is part of a 360-campaign designed to both introduce the product’s ‘Perfect Serve’ – the Ice Cold Shot – and the ‘Meister’ concept which is rooted in the creative mantra: ‘Do what you do masterfully and you can live by your own rules’. The ad draws from the distinct characteristics of Jägermeister’s heritage – spirited irreverence and product perfection passed down by its original Meister, Curt Mast – transmitting a unique side of the brand’s German provenance to the young Millennial and LDA+ Gen Z audiences.
Nicole Goodwin, Marketing Director at Mast-Jaegermeister UK comments: “Jägermeister’s DNA is rooted in its distinctive irreverent nature, introduced and mastered by the creator, Curt Mast, who himself boasted an ‘irreverent and entrepreneurial spirit’. Our digital ad campaign reflects this and is designed to appeal to our youth audience and empower them to be their own meister.”
The eight-week campaign is set to achieve almost 30 million impressions across all platforms (VoD and social media) and around 12 million video views in total.
With its award-winning Jägerhaus music festival activation, the epic Ice Cold Gig series and edgy partnerships such as the Jäger Soho project – a collaboration with independent radio station, Soho Radio –Jägermeister’s UK’s marketing campaigns aim to convey the brand’s ethos of mastery, innovation and boldness.