Jagermeister unleashes the beast

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Following the success of Douglas Green Bellingham's (DGB) Tang Sour Apple Talking Frame campaign, the company has renewed its contract with TLC to promote a second popular brand in its stable, Jagermeister. Extending the campaign for a further seven months until the end of December 2007, DGB is targeting male and some female washrooms in nightclubs, bars and restaurants across Johannesburg, Cape Town and Durban as part of its nightlife holdings.

"By targeting these high traffic venues, the 'Unleash the Beast' message reaches the right audience, at the right time, in the right environment," says Andrew Kramer, MD, TLC. "Strategically communicating with consumers at the point of sale significantly influences the decision to purchase. Enhanced by the dual communication approach, the message has a stronger impact."

Product exclusivity offered by the washroom platform, combined with a striking visual and surprising audio message all work in concert to enhance brand recall. The creative visual of a chained Jagermeister bottle, creates a clever link to the text and audio aspects, further entrenching the product in the consumer's mind.

The aural communication ranges from 20 to 30 seconds and is activated when the individual is about half a metre from the Talking Frame.