Taking Iconic Brands Into The Virtual World
Cannes Lions 2009 Seminar
Thursday 25 June
15:00 - 15:45 / Debussy
Syzygy Group & Jägermeister:
Taking Iconic Brands Into The Virtual World
How the Syzygy Group and Jägermeister enjoy their next communication high
Speakers:
Florian Schmitt
Creative Director & Founder | Hi-ReS!, a Syzygy Group company
Sven Markschläger
Head of Digital Marketing, Marketing & Sales International | Mast-Jägermeister AG Wolfenbüttel
How do you take a hallowed brand with a rich history behind it into the hyperactive virtual world? How do you ensure it retains its unassuming traditional nature while it targets a whole new segment of vibrant consumers? How do you mix the classic with the cult in a heady mix called a brand experience?
When Jägermeister boldly sought out a diverse audience, it needed a sharply defined approach to get those ever-wandering eyeballs glued to the site. Syzygy Group decided it was time to reveal the wild side of the brand hidden in the iconic old bottle. (In fact the shape is so distinctive, they placed the bottle at the heart of everything.) But how wild could they go?
Jägermeister is a brand that turns the mundane into the extraordinary. Transformation is an important aspect of the brand. The Jägermeister brand experience is spontaneous and over the top. It relies on glorious transformations to create nothing short of a spectacle and consumers are lured by a dramatically illuminated 3D world from the very first click. This world mixes all the natural ingredients that are integral to the Jägermeister personality: music, partying and a sense of community. Once inside, consumers get drawn by the heady concoction of rich, immersive content.
The whole site is modular and works like a weird operating system with the content behaving like applications. The site forms a frame, both structural and contextual, which holds all the modules. Fluidly and seamlessly designed, the site allows users to change, swap, and port the content at will as they go through the brand universe and discover the many worlds within it.
Don’t miss the Syzygy Group’s session that takes delegates through the complete experience – it promises to be as heady and tempting as the product itself.
Update:
Watch the seminar on video
Links:
Syzygy Group & Jägermeister Seminar
New International Jägermeister Website
Syzygy Company Facts
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