The Project

At the heart of the EXTRA® Fresh Tour are exclusive live concerts by the trending rap crew 01099 in Germany's music hotspots: Munich, Berlin, and Cologne. The concerts are promoted entirely through social media, with free tickets raffled via the event community Rausgegangen.de.

With approximately 4.3 million monthly listeners on Spotify and several hit singles, the rap crew 01099 is among the rising stars of the German music scene. Securing the #1 spot on the German album charts during the campaign period speaks for itself. With their songs about the everyday lives of young people, they strike a chord with Generation Z, making them the perfect fit for the campaign.

The goal of this campaign—rooted in cultural, audience, and platform relevance—is to position the EXTRA® brand as a daily companion for Generation Z while delivering plenty of fresh, standout experiences that Gen Z has been eager to enjoy again.