Title	THE JÄGERMEISTER PLATZHIRSCH
Brand	MAST-JÄGERMEISTER SE
Product/Service	JÄGERMEISTER
Category	C01. Live Brand Experience
Entrant	WHITE RABBIT Berlin, GERMANY
Idea Creation	WHITE RABBIT Berlin, GERMANY
Media Placement	WHITE RABBIT Berlin, GERMANY
PR	WHITE RABBIT Berlin, GERMANY
Production	WHITE RABBIT Berlin, GERMANY

Name	Company	Position
Steffen Gottwald and Eike Faecks	White Rabbit GmbH	CEO

The Campaign

We wanted to create a Jägermeister brand world using our brand icon: the stag. The expression "Platzhirsch" may be translated with "top dog" or "stag" in that matter, hinting at what the Platzhirsch really is: a huge, roughly 20 meters high, impressive brand symbol whose bellowing - the original stag's bellow – and flames that come out of its antler cannot be missed. The image of the Platzhirsch supports the brand image of Jägermeister: Big, bold, unique, irreverent and fun at the same time.

Creative Execution

Three days and 10 people are needed to put together the Jägermeister Platzhirsch which, once built, weighs 65 tons. During the festivals, the Platzhirsch is the main place to experience the brand with a total of 256 Jägermeister tap machines emptied during one festival season. Further tools such as the photo booth, mobile bars, bars in VIP and artist sections as well as promoters on the ground handing out 200,000 shots and roughly 30,000 give-aways throughout the season complement the emotionalizing brand moments. A variety of artist performances take place inside and outside of the tool, drawing in fans of Jägermeister or the showcased acts, as well as passersby. After each festival, two days are needed to deconstruct the Platzhirsch. Seven trailers transport the parts to the next festival ground. Every season, 120 people work together as one big team to unfold the full potential of the Jägermeister Platzhirsch.

The Jägermeister Platzhirsch was present at seven of Germany's biggest and most relevant music festivals. On the ground, an amazing amount of 400,000 festival visitors were reached, many of those being celebrities, artists and media representatives. More than 1,500 images of the Platzhirsch were released on social media and media channels. Via media coverage, a reach of 130 million was generated. Through the Jägermeister social media channels, 5.6 million people saw videos and images of the Platzhirsch. 51 acts played unforgettable gigs and up to 200,000 Jägermeister-shots were served.

The Jägermeister Platzhirsch is much more than just an installation, brand symbol, or location. It is a multi-channel entertainment concept functioning as a stage for selected artists, a venue for the best parties and a bar with ice cold, delicious drinks. Besides, the Platzhirsch is a digital content provider for Jägermeister fans and produces social media stories throughout the year. In combination with other on-the-ground activations such as the photo booth or the mobile bar, Jägermeister fans have the chance to interact with the brand, product, team and artists and thus get the full, emotionalizing Jägermeister brand experience.

We wanted to create an impressive brand icon while keeping it low-key - making a bold brand statement while staying likable and pleasant. It is supposed to be the world's biggest smart branding tool while not using one single Jägermeister logo. However, the Platzhirsch is more than just its visibility. The "stag-moment", its loud bellow, can be heard during stage-change-over times and invites people for a Jägermeister-shot when they are looking for a new place to go. It brings people together in a party/bar/club environment, provides a cozy place in the crazy surrounding of the festival: a party within the party. It is a place where everybody can enjoy a cold shot of Jägermeister with his or her friends, which is the core of Jägermeister´s brand messaging. Thus, the Platzhirsch and its program provide various story angles for all Jägermeister communication channels.