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A Halloween zombie party for the nation

Last year the shot category accounted for 15.2% of the total £819m UK on-trade spirits market, and Jägermeister is one of the best known brands in this category. They asked us to deliver a creative platform that would resonate with both on-trade customers and consumers alike, and build a strong association between the Jägermeister brand and Halloween that could be developed in the future. Research revealed the most effective way to resonate with both target audiences was to turn them all into zombies, literally.

Harnessing the undead

In the run up to Halloween, we created and distributed 1,350 special Zombie Halloween packs with wholesale cases of Jägermeister, providing on-trade customers the branded zombie makeup, posters and collateral required to throw an epic Halloween party.

Staff at participating venues were encouraged to get into the undead spirit, and could win prizes for dressing up and decorating their premises using the branded collateral.

To engage consumers, we promoted the upcoming activity in venues through posters, and across social media with specially created visual content. We devised an Instagram competition that encouraged pub-goers to share images of themselves and their friends dressed in full zombie regalia, using the hashtag #jagerzombie.

Brains Brains...

The campaign did the business for Jaegermeister’s on trade customers, who said the packs helped them generate buzz around Halloween; proprietors reported the activity drove hordes of customers through their doors over the Halloween weekend.

A visual teaser campaign sparked high levels of engagement amongst the Instagram users. The consumer competition had hundreds of entries and generated over 75,000 new consumer social interactions with the brand.

Mast-Jaegermeister’s UK Marketing Director Nicole Goodwin, said: “This was the first phase of increasing our association with Halloween. Bray Leino came up with an engaging, fun and rewarding promotion for the on-trade and consumers to enjoy.”

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01598 760700 or email hello@brayleino.co.uk

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