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Jägermeister "Drop-In Concert" - Jägermeister
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Title of Entry: Jägermeister "Drop-In Concert"
Brand: Jägermeister
Product/Service: Jägermeister
Client: Mast Jägermeister Germany GmbH
Entrant Company: Mast-Jägermeister Germany GmbH
Creative Agency: la red GmbH
Judging URL: https://youtu.be/t_59gPjHNss
Judging URL: https://youtu.be/t_59gPjHNss
Chief Creative Officer: Matthias Maurer
Account Executive: Sven Springer
Date of Release: 2018-11-01
Director: Pascal Kerouche
Notes: In Germany, voice assistants have become a part of everyday life – whether it be reading the weather forecast or ordering coffee pads. But is that all there is? Not for Jägermeister. We wanted less of the ordinary and more of the legendary. Introducing: The Jägermeister Drop-In Concert. The first live concert via voice assistant, featuring legendary Hip Hop artist Snoop Dogg. Alexa’s Drop-In function is normally used between family members to speak right into each other’s living rooms. We decided to hijack it – for a two-way connection between Snoop’s studio and one fan’s home. The campaign was aimed primarily at internet users between 19-29 years with a high affinity for Hip Hop: our core digital audience. We teased the event on Facebook, Instagram and YouTube. Fans registered using their mobile number. On November 20th, we were on air: „Hey, this is Snoop Dogg, are you home?“ Moritz from Frankfurt and his best friends won the first Drop-In Live Gig. Nobody else got to be there – but everyone was talking about it. 28 Mio Impressions. 15 Mio Reach. 87.502 Interactions. But most importantly, Moritz and his friends had a night they’ll never stop talking about.
Creative Director: Jan Hellberg
Production Company: la red GmbH
Producer: Sven Springer
Art Director: Nicolas Molés
Copywriter: Lilli Owsianowski, Marco Sergio Gabriel
Other Credits: Head of Brand Management Germany: Timo Weber
Other Credits: Teamlead Digital Marketing: Christoph Lange
Other Credits: Junior Digital Marketing Manager: Kai Seidel
Other Credits: Camera: Christoph Szulecki
Other Credits: Production Assistant: Lukas Duensing
Other Credits: Media Planner: Tony Pfeifruck
Other Credits: Media Planner Pauline Schäfer