la red — Digitally Active 365 Days a Year

la red designs and implements communication activities that focus on behaviours and interests of users and their pre-existing relationship with the brand, whether that is for traditional brands or start-ups. “We turn users into buyers”, they say, “by using the right content in the right place, supported by appropriate media activities”. Both centrally managed product launch campaigns and selective activations promote interactivity. “Our campaigns are always designed to attract attention.”

Interview with la red

Red Dot: Why did you choose making a musical experiment for Jägermeister?
la red: As a brand, Jägermeister is an established part of music culture – particularly in the hip-hop scene. In order to generate attention, we have to hook the public emotionally. We managed to do that with one insight from the campaign, namely, that songs are becoming much shorter. Most music fans will agree. The experimental aspect of FNFZHN makes the action more gripping, gives it a certain thrill. People become excited about the outcome. Will it work? What will it sound like? We deliberately built this momentum into our storytelling.

How do you find out what really interests the target audience?
We are flooded with thousands of offers of content nowadays. That makes it difficult to catch people’s interest, but music is one thing that people are always interested in. If you can also appeal to their emotions, you can win them over. That’s what we banked on with this project.