Previous Next

Jägermeister - Jägerhaus

Jäger runs deep in the festival circuit with award-winning results


Challenge

Jägermeister tasked FRUKT to create bonding moments and deepen brand engagement with their 25 - 35-year-old male audience. They wanted to demonstrate an on-going commitment to live music and a diversified sound, whilst promoting their new Root56 serve.

Catalyst

Jagermeister’s tagline “It runs deep”, represents the complex and subtle spirit made out of 56 roots and spices. How could we create an activation that magnified these cues of depth and intricacy? We harnessed the idea of discovery, intrigue and curiosity. Neurological studies show that curiosity makes people happier and things more memorable. Of course, our activation needed to be memorable, engaging and associated with positive occasions. Our response was to create many unexpected events, hidden areas, moments of intrigue, and music to discover.

How We Pressed Play

We created the JägerHaus; an ambitious, multi-layered venue designed to bring friends together through journeys of discovery, unearthing live music at thirteen festivals across 2015, 2016, and 2017. 

A venue consisting of six connected spaces, each with a separate look and feel, the JägerHaus was filled with visceral immersive moments that unfolded as day turned to night. Home to pumping tunes, creaking floorboards, the latest bands and DJs, hidden messages and ice-cold shots, it was a place where memories were made and social currency was created, all set to an amazing, eclectic soundtrack.

The JägerHaus has featured more than 250 truly incredible artists, both live acts and DJs, legendary and emerging, with highlights including Joe Goddard, Blossoms, Novelist, Idles, Jungle, Maribou State, Mike Skinner, Elderbrook and many many more.

The Results

  • Over 206K visitors across thirteen festivals
  • 25M social media impressions in 2017 (an increase of 281% from 2015)
  • 97% would recommend the JägerHaus to their friends
  • Respondents rated their JägerHaus experience 9/10
  • Increased trial and awareness of a key serve, Root56, by 48% over two years
  • Winner of “The Brand Activation Award” at the 2017 UK Festival Awards
  • Winner of “Most Effective Multibrand Event or Partnership” at the 2017 Field Marketing and Brand Experience Awards
  • Winner of “Best Brand Activation at a festival or public event” at the 2016 Event Magazine Awards
  • Winner of the “Music Marketing” award at the 2015 “Masters of Marketing”

A venue consisting of six connected spaces, each with a separate look and feel, the JägerHaus was filled with visceral immersive moments that unfolded as day turned to night.

Results

Jäger runs deep in the festival circuit with award-winning results

206K visitors across 13 festivals
25M social media impressions in 2017
9/10 visitor rating