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Art Direction and Big Idea
#POSITIVEIMPACT
Jägermeister
The ‘Hunt for the Rewards’ campaign successfully combined branding, consumer activation, and sales promotion. With a cohesive strategy and bold communication, Jägermeister strengthened its association with house parties and reinforced its market position.
About
- Year
- 2024
- Client
- Jägermeister
- Sectors
- FMCG
- Services
- Art Direction, Campaigns and Strategy
Zapoluj na nagrody
Jägermeister is an iconic German herbal liqueur known for its signature Ice Cold Shot and its close ties to party culture. With the “Zapoluj na nagrody” (“Hunt for the Rewards”) campaign, the brand set out to claim its place at the heart of every home party.
While well-recognized, Jägermeister wasn’t yet top of mind for house gatherings. This campaign aimed to shift that perception, drive Ice Cold Shot consumption at home, and build lasting brand engagement.
We developed a dynamic consumer activation campaign built on a prize-driven contest mechanic. Supporting this, we created promotional POS materials, limited-edition packaging, a dedicated landing page, and a campaign animation to drive traffic and participation.
Key Visual
The key visual captured the raw, energetic spirit of an unforgettable house party. Bold compositions, stylized models, and an underground atmosphere reflected the brand’s DNA — fearless, creative, and fun.
The frosted bottle aesthetic visually reinforced the signature Jägermeister ritual: the perfect Ice Cold Shot served at -18°C.
Landing Page
QR codes from packaging and POS materials directed users to a dedicated website, where they could join the contest in a few easy steps: buy a 0.5L+ bottle, register the receipt, answer a simple question, and enter the draw. A prize pyramid and frequent wins kept user engagement high throughout the campaign.
Home Party Pack
We designed two types of packaging: standard and limited edition. Both resembled mini fridges — playfully nodding to the ideal serving temperature and the theme of legendary home parties.
Extras
Each pack included themed gadgets, custom Jägermeister stickers, and collectible fridge magnets, adding another layer of brand experience.
Outcomes
The campaign turned out to be a major success. Over 13,000 users visited the contest platform, generating more than 33,000 pageviews — an average of 2.5 per user. Nearly 2,000 entries were submitted, and the number of unique participants reached 1,600, resulting in an impressive 14% conversion rate.
These figures clearly demonstrate the effectiveness of the promotional efforts, helping Jägermeister strengthen its market position and deepen its relationship with consumers.
Credits
- Agency
- Walk Creative
- Art Director
- Przemysław Górecki
