In response to the Covid-19 pandemic, brands around the world have been pressing pause on their marketing plans and finding ways to support people in need. With sector giants making multi-million-dollar donations, family-owned Jägermeister needed a different approach, which would work globally - but most importantly, would deliver locally in their highly decentralised structure.
The nightlife community is facing its biggest ever challenge. With clubs, bars and pubs shut down and tens of thousands of people of work, we spotted an opportunity to marry supply with demand.
We connected Jägermeister’s network of talented local artists and performers to entertainment-hungry consumers. Just three weeks after lockdown began, we launched ‘Meister Drop-Ins’ - an online talent booking service created to connect virtual party goers with nightlife Meisters.
Our ‘rapid response rollout’ involved daily calls with local markets & talent - ensuring campaign clarity and if necessary, creation of bespoke campaign assets. Global and local market collaboration creating the perfect way for Jägermeister to give back to both their industry and their customers.
With paid support from 25 markets and organic support from over 250 Meisters, generating over 180m social impressions, the campaign has already gone on to become the most successful global activation in the history of this legendary brand.
THE ICON OF GOING- OUT BECOMES THE CHAMPION OF STAYING-IN
Making staying in the new going out by protecting the livelihoods of Jägermeister’s local brand advocates during the Covid-19 pandemic.