With the ambition of introducing their global “The Secret is You” campaign to Asia, Jägermeister enlisted ALIVE to deliver a 44-day live brand experience in Changi Airport’s Terminal 4 from Sept to Oct 2023. Passengers could either try a delicious ice cold shot of the original Jägermeister or one of the new SKUs – Cold Brew Coffee or the premium product, Manifest. Our mixologist also whipped up speciality cocktails on request to demonstrate an alternative way to serve and enjoy the products, alongside the digital activation which encouraged customers to create their own “meister” piece to be shared on social media.
ALIVE’s role encompassed creative design and production for all elements of the tasting bar, collaterals, menu cards and giveaways, plus operations and logistics of stock and sampling materials, staffing and airside pass approvals, daily reporting and campaign evaluation, and overall guest experience for both the digital and physical activations.
Across the campaign, the brand saw a significant uplift in sales with a 118% conversation rate during the activation period.
