Title	JÄGERMEISTER "BOTTLETRACK"
Brand	MAST-JÄGERMEISTER DEUTSCHLAND GMBH
Product/Service	JÄGERMEISTER
Category	B04. Excellence in Partnerships in Talent
Entrant	MAST-JAGERMEISTER Wolfenbuttel, GERMANY
Idea Creation	LA RED Hamburg, GERMANY
Media Placement	LA RED Hamburg, GERMANY
PR	LA RED Hamburg, GERMANY
Production	LA RED Hamburg, GERMANY
Post Production	LA RED Hamburg, GERMANY

Name	Company	Position
Jan Hellberg	la red GmbH	Executive Creative Director
Sven Springer	la red GmbH	Managing Director
Gregor Meyer	la red GmbH	Account Director
Nicolas Molès	la red GmbH	Creative Director
Lilli Kahana	la red GmbH	Senior Concept
Andreas Stanitzek	la red GmbH	Concept
Tony Pfeifruck	la red GmbH	Media Director
Pascal Kerouche	Freelance	Director
Christoph Szulecki	Freelance	Director Of Photography

Why is this work relevant for Entertainment?

With "BOTTLE TRACK - the first music video on a bottle" we have shown how we use modern product placement to make the content of a music track so relevant to the target group that it is not perceived by them as sponsored content – but as creation. In addition, we created a unique track for a top artist and at the same time an exclusive fan item, which we combined with an innovative e-commerce activation. TRACKVERTISING by Jägermeister.

Background

How do you recognize real success as a brand? By the fact that you no longer advertise – but are part of the scene. Jägermeister has been in the hip hop business for years. In 2019, the purpose was to further consolidate this standing. Our briefing was to address a new, young target group and to generate brand awareness and especially traffic for the Jägermeister online shop.

Describe the creative idea

Rap has become the most popular music genre in Germany – especially amongst our target group aged 18-39. We joined forces with German top rapper Summer Cem and decided to reproduce the choreo of his track “Pompa” on the iconic Jägermeister bottles – for a release unlike any other. What makes the track extraordinary is a new kind of brand integration: The product is not subtly placed inside the video but is just as much the star of the performance as the artist.

Describe the strategy

The challenge of the campaign was not to stage the artists track as a sales video, but to use synergies from which both artist and customer benefit. This led to the idea that the Jägermeister bottle is not only in the video, but the video on the bottle. Because of the nature of the creative idea, the artist became one with the product and the product itself part of the story, helping the brand travel further and faster and become part of the creation in an organic way.

Describe the execution

For the video production, rapper Summer Cem was filmed in advance in front of a black screen. The resulting material was then lasered frame by frame onto a total of 756 Jägermeister bottles on set and staged during the shoot by using stop-motion technology. At the end we created a unique track with Summer Cem’s performance on 756 unique Jägermeister bottles. We teased the track on Instagram and Facebook – on the artist’s channels as well as our own. The hype began the moment the video dropped: The fans embraced the track, but they also celebrated the co-creation with Jägermeister. In the end, we took it even further: We gave back to the fans by making the original bottles from the shoot available in our online shop. 756 unique pieces of the video and 756 unique frames of Summer Cem – up for grabs the moment the video dropped.

Describe the outcome

Within 15 minutes after the launch of the limited edition all 756 bottles were sold out. The video generated over 9 million plays, 5.825.355 reach and 14.976.968 impressions. Additionally, several popular rappers shared the track on their social media channels, tagging not only the artist, but us as well. And that was not all: The track also reached number 9 in the Spotify charts, number 16 in the official German charts and number 6 in the YouTube trends. A market research study showed a 34% increase of brand relevance among the target group (18-39). The study also indicated a rise of 31% in the direct association between the Jägermeister brand and the Hip Hop genre. One new milestone for Jägermeister: From fans to friends.