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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.





Outcome

The results tell their own story:

  • over 1,100 views by almost 1,000 employees
  • an exceptional retention rate of 85%
  • entirely positive feedback

The emotional anchoring of the strategy was a complete success - employees not only felt informed, but also inspired. The implementation was carried out in close coordination between the Jägermeister communications team, Klenk & Hoursch and our media technology and moving image partner Inventive Studios.

The Townhall Show is more than just a communication format: it is an experience that makes the Jägermeister brand tangible in its DNA and anchors the strategic realignment in long term. A role model for how internal communication can be designed creatively and authentically in the digital age.

Portraits rechteckig Katharina Stein

Katharina Stein

Senior Consultant

More about JÄGERMEISTER: The Townhall Show - Jägermeister turns internal communication into an experience?

LocationFrankfurt

Phone+ 49 151 51522181

E-Mailkatharina.stein@klenkhoursch.de



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Tags:
Branding, Strategie, Datengesteuerte Kommunikation, Internal Communications, AI

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