The Townhall Show

Jägermeister turns internal communication into an experience

Challenge / Approach

With the introduction of the strategic topic of “consumer centricity”, Jägermeister faced a major challenge: the classic townhall format, previously an important part of internal communication, had lost its impact. Technical hurdles, language barriers and a decline in employees' emotional attachment to the existing townhall format made it clear that a radical new approach was necessary.

Implementation

The solution: a completely new format that combines strategy communication and brand experience. Instead of a pure livestream, Jägermeister opted for an emotional film format - a 109-minute show that took place where the brand's consumers are: in a bar. The strategic topic was made tangible with a sophisticated show flow, dynamic transitions, AI integration and consumer statements. Employees were able to experience the first broadcast together and participate interactively via Slack. The show was later available as video-on-demand - a great advantage for onboarding new employees. Simultaneous translations and an international visual language were used to integrate all locations worldwide.