Leading herbal liqueur Jägermeister has introduced a major global travel retail campaign, The Secret is You, to mark the return of travellers to airports.
Family company and brand owner Mast-Jägermeister said the campaign “showcases multi-media art exhibitions which directly involve consumers in the artistic process”, with travellers “the secret ingredient”. In this way, it said, every Jägermeister airport space becomes an outpost of the company’s Ice Kühl Gallery.
The activation invites consumers to become Jägermeister artists. Through a digital art pop-up, people can create their own ‘meister’ piece and share their experiences on social media.
Drawn in by LED screens, visitors can sample an ice-cold shot of Jägermeister and pose in front of the Jägermeister tripod. They choose from animated artistic backgrounds including one for individual cities, where they can “relive their best nights and create their own unique masterpiece where they are the hero”.
Submissions are shared on the giant screen in-store, online in the Ice Kühl Gallery and on social media. They receive the digital version of their poster on email and a printed version in a branded cardboard tube.
Initially staged for eight weeks, The Secret is You is live at five European airports – Bucharest, Budapest, Vienna and Amsterdam – until 31 July and Hamburg until the end of August, in partnership with Gebr. Heinemann. The campaign will reach five million passengers and offer samples to 30,000, said the company.
“The creative idea captures the essence of the connection between Jägermeister, art and our consumers,” said Jägermeister Vice-President Global Travel Retail Tobias Witte. “The Secret is You welcomes passengers back and invites them to celebrate travel and the best nights to come, putting travellers at the heart of the activation and positioning Jägermeister as an instigator of remarkable experiences.”
“This activation stands out in a crowded environment, as we leverage the progressive spirit of Jägermeister and turn our airport spaces into platforms that allow consumers to manifest their own artistic vision. Our target audience of Urban Life Artists strives for cool moments and adventures of self-fulfilment. Our role is to cater to their ambition and offer a new territory where they can explore Jägermeister’s originality,” said Jägermeister Trade Marketing Director Global Travel Retail, Stephanie Cleary.
In recent research cited by the company, more than eight out of ten shoppers (83%) said that the digital experience is as important as the in-store experience. Over half said they value experiences more than products and among millennials the tendency is higher still with seven out of ten shoppers leaning towards experiences.
Witte said: “As shoppers head back into stores after repeated lockdowns and travel bans, retailers need to focus on providing more stress-free, immersive experiences using advanced technology and brands must meet consumer expectations and enhance the customer experience, with digital-first encounters.”
