THE JÄGERMEISTER PLATZHIRSCH
| Title | THE JÄGERMEISTER PLATZHIRSCH |
| Brand | JÄGERMEISTER |
| Product/Service | JÄGERMEISTER |
| Category |
C03. Exhibitions / Installations |
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Entrant
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DIRK&PHILIP KOMMUNIKATION Berlin, GERMANY
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Idea Creation
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WHITE RABBIT Berlin, GERMANY
|
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Production
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WHITE RABBIT Berlin, GERMANY
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Production 2
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DIE SILBERMöVEN Berlin, GERMANY
|
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Additional Company
|
DIEHOLZKOEPFE GMBH Berlin, GERMANY
|
Credits
| Eike Faecks (WR), Fabian Gerhartz (WR), Steffen Gottwald (WR) |
White Rabbit GmbH |
Creative Direction |
Why is this work relevant for Brand Experience & Activation ?
Jägermeister's Platzhirsch is a branded trojan space, welcoming the festival audience to their ultimate festival experience.
Background
Open Air Festivals create a great opportunity for brands to get in touch with a young
and vibrant target audience. Hence Festival grounds everywhere are littered with heavily branded stalls and promotional activities. As a brand, in order not to drown in this sea of marketing sameness, you’ll need to come up with something that goes well beyond conventional activations.
Describe the creative idea
Instead of printing their logo on to yet another festival tool, Jägermeister decided to do the opposite and transform their brand into a venue.
Describe the strategy
Be the ultimate festival experience within a festival experience.
Describe the execution
The Platzhirsch is a 65t, 20 meter tall walk-in brand icon, capable of accommodating up to 200 party animals. Equipped with three bars, several dance floors, the best view over the festival grounds and a stage for live-acts, the Platzhirsch has been the hidden champion of the 2017 Open-Air Festival season.
List the results
390.000 guests
123 m. pr-contacts.
3.822 ltrs of Jägermeister sold.
Or, more specifically 67.806 Shots
and 42.552 Jägermeister Longdrinks.