1. Rahua hagos Melles
MKT 4530
27/3/2014
Compari Jagermeister Marketing Event Creation
Context/Background
• Mature spirit industry
• Amaro drunk after dinner by definition and tradition
• Italian company Campari in 2004 acquired distribution license of Jaggermeister
• Jagermeister already has an established international market presence
• Campari looked to rejuvenate the German brand in the Italian market via events
Marketing Communication Objectives
• Increase brand awareness of Jaggermeister in the Italian market
• Differentiate Jagemeister from the well-established Italian amaros
• Rebranding of Jagermeister as an innovative spirit attractive to young consumers
Positioning of the brand
• Innovative spirit to be savored by young and forward consumers in social and trendy
settings
Target Audience
• Young Italians between 21 and 28 years old
- enjoy going to bars in company
- give importance to intriguing experiences
- aspire to innovate while keeping tradition in mind
Jagermeister Event Marketing Creative Brief

2. What we want consumer think and about the brand and act (desired consumer response) after
the event and related advertising? This should be phrased in consumer behavior
language.
• I am glad I experienced savoring Jagermeister away from dinner and into the night. It
was a refreshing experience
The brand character/personality/tonality of the event
• Exceedingly captivating and engaging presentation of the distinctive international brand
image of Jagermeister
Executional guidelines to follow
• Change the way Jagermeister is consumed
• Shift the product into a night aperitif
• Leverage the bar channel without alienating current customers
• Involve the consumer as much as the budget allows it
• Create a unique and transformational experience through the rebranding effort
Constraints
• 200,000 Euro budget
2. Recommendations for the event
Creative concept:
• A themed event will be more memorable: “The enchanted forest ball”
• A ball with ice sculptures referencing international fairy tales designed to be
conversation pieces related to the Grimms' Fairy Tales in a futuristic setting
• Dancing at the ball should be an integral activity of the event so videos of the attendees
performing can be recorded for sharing via social media
Duration of the event:
• Happy hour to midnight to capture traditional pre and after dinner drinkers willing to
experience something different while catering to the more innovation seeking primary
target who enjoy sharing outstanding experiences
Personnel involved:
• Brand ambassadors should be well versed in the significance of the sculptures and their
context
• The product should be drank to create new experiences to match the aim of the
communication effort designed by the brand team

3. • Promotional pricing is advisable to establish the new drinking practice for the brand and
the location as well
• Attaching a price to the drinks served will act as a screen that will help attract the
primary target
• Functional and conversational merchandise should be distributed to help spread
information about the event and the newly designed brand image
-Functional items will allow re-use creating a reference to the experience
(Jagermeister branded mixology related items) and should be distributed to attendees
who try newly created Jagermeister based cocktails
-unconventional items will accomplish the same with an edge and should be
distributed to attendees who partake in trivia about the brand or the fairytales theme
(Ex:Umbrella, iphone cases,)
Organization:
• Personnel should wear outfits that slightly reference the theme of the ball or somewhat
related to the Jagermeister bottle color scheme
Location:
• Urban city center allows for the most visibility and it is where trend setters gravitate
• Milan
• By the “river” Naviglio where there the target market is as a multi- venue event (Ex:
Portland Maine first Friday of the month when all art galleries and establishments are
open late and interact with the public holding different events)
• right on the water can allow each venue to extend curiosity outside increasing
attendance or the very least curiosity thanks to high foot traffic
Venue:
• The presence of multiple small venues cooperating for the Jagermeister event would
facilitate the set-up of the multi-location event
-each location would represent a different fairy tale, making organization modular and
easier by keeping details up to the different managers
-consumers would be able to decide in which fairy tales to be in
Pre-event communication:
• Episodic teases to create interest about the event with references to the Grimms' Fairy
Tales (each tease should represent a different one)
-Television (commercials telling the tales set in the future to grab the viewer attention
with links to the event website)
-Internet (You tube ad telling the least commonly known tales to grab the viewer
attention with visual references to the event to create buzz
-street guerrilla tactics as the event draws near
Participation:
• To be encouraged as a celebrative social event and win brand merchandise (ex:dancing
and trivia)
Collaboration of venue manager:
• It is the integral to the success of the event
• Easier to be leveraged through the incentive of profit of the sale of the product

4. • Will set a precedent in the venues and create the memory of the event held there in the
attendees’ mind
Measuring the effectiveness
• Number of Jagermeister based drinks sold at the event
• Numbers of internet shares of ads
-Facebook, blogs mentions
-Tweets and re-tweets about the intriguing ads viewed