Jägermeister: #Savethenewjä

Josh Cheung, Tim You

Jägermeister, a flavoured alcohol brand, digitised an experiential New Year celebration to increase brand awareness, engagement and e-commerce search among its Gen Z target audience in China.

Campaign details

Brand: JägermeisterBrand owner: Mast-JägermeisterEntrant company: BBDO China - China (mainland)Idea creation: BBDO ShanghaiMarket: Greater ChinaSector: Alcoholic drinksMedia channels: Social media, Mobile & apps, Livestreaming, Word of mouth, Influencers, KOLs, Online video Budget: Up to 500k

Executive summary

Music festivals in China suffered cancellations due to Covid-19. Up-and-coming musicians were losing a major platform for exposure. As 2021 came to an end, another outbreak of Covid-19 put the New Year’s celebration at risk for musicians and everyone ready to celebrate and welcome 2022.

Jägermeister,...

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