JÄGERMEISTER: GO DARK
Jäegermeister wanted a social media rebrand to appeal to their target audience in Asia who were spending increasingly more time on social media and their mobile devices and less time on actually socializing and being present. We developed the platform ‘Go Dark’, that plays with the brands core benefit of intensified bonding with a series of Instagram posts, stories, videos and an app that changes the way you socialize.
Agency: Iris Singapore
ECD: Ed Cheong
CD: Shawn Foo
Senior CW: Vanessa Tan
AD: Unnati Marda
Visual Identity ~ Typically occurring right before technology turns off, this glitch effect hints at the ‘social media break’ message the brand aims to convey.
Tone of Voice ~ To get them off the grid - we’ve created a series of canned excuses to eject themselves from less-than-ideal situations and onto more fun pastures.
Events and UGC ~ Jägermeister and music - the perfect combination. We drive footfall to key bars by spotlighting already scheduled events through interactive IG stories.
Social Media Downdates ~ Since we encourage our audience to get off social and socialise, we’ll get our social teams to log off on select weekends and post a going away message.
-18°C Challenge ~ There’s only one way to drink Jägermeister, and that’s ice cold at -18°C. But what about the best way to get it to -18°C? The fastest (for when you need to chill it quickly)? Or the coolest (to impress your friends)?
56 Seconds With ~ Our favorite cultural influencers and Jägermeister brand ambassadors are challenged to build a Jägermeister bottle tower while answering a series of rapid-fire questions.
Face Off App* ~ We can further extend our social purpose by not only encouraging our audience to go offline at home, but also in bars - and rewarding them when they do so. Once enough users have played Jägermeister FaceOff, we can comb through the data, and creatively express it through social posts - driving more awareness and getting more users to play the game.
*for illustrative purpose only