Jägermeister now makes house calls!
For those who have always believed in the medicinal value of Jägermeister … sorry - still not happening. Having said that, the campaign from the German herbalists may still leave you feeling a lot better.
Why? Because Jägermeister now makes house calls. They toured Germany: with a TV crew, a bartender and their new feature drink “JÄGER On Ice” for a new age group whose feet are no longer stuck in festival mud but whose heads and hearts have instead moved on to more convivial interests. By fulfilling the desire for authenticity and genuine communication, the campaign hit home: “Jägermeister is looking for true stories.” It made Jägermeister more than a household name – it made it a living room guest.
The trailer reflects the fundamental idea, spending less time partying and more time being real. Its authentic approach is echoed in the original music score, super 8-aesthetics and by the fact that the trailer was shot at an actual neighborhood get-together.
On the campaign site, the house call episodes are presented on fifteen alternating ambient backdrops. Due to the widescreen-optimized set-up, it’s almost like leafing through a travel diary.
The campaign font underlines the core idea of deceleration.
All videos are hosted on YouTube and embedded in the site, making use of the platform’s player and featuring customized skin.
The route picks up on the touring atmosphere, its path determined through the videos’ geo tags and replenished with neighboring towns. A tool, developed solely for this project, enables designers to manually adapt the route.
Contestants sign up on the campaign’s landing page, via form or Facebook Connect, for a chance to host a house call. In the meantime, they can follow the tour via the accompanying twitter feed in real-time.
