Dansu Dansu

Praeitą savaitgalį lankėme Lenkijoje vykusį “Heineken Open’er” muzikos festivalį. Trečią dieną nešinas puspilniu “Heineken” plastmasiuku nužingsniavau link palapinės ant kurios parašyta “Media”. Pavyko pakalbinti festivalio organizatorių “Alter Art” atstovę, tačiau nei į vieną klausimą ji atsakyti negalėjo, tad ant laikraščio užrašė “Heineken” RsV atstovo kontaktus. Nusiuntėme keletą klausimų, atsakymus gavome greitai – kitą popietę. Pats renginys buvo labai smagus, nežiūrint į tai, kad teko daug dirbti lakstant nuo vienos scenos iki kitos. Grupa Żywiec S.A. atstovo spaudai Sebastian Tolwinsky teiravomės apie kitus dalykus:

Open’er festival is a huge event. How much does it cost for Heineken to own it?

Open’er is getting bigger and bigger every year. It has already became the largest festival in CEE and we believe the third largest and most important in Europe, which has been proved by numerous recognitions (The times, Sunday times, etc.). Grupa Zywiec (owned by Heineken) is now oriented on improving even more the quality and premiumness of the festival rather and competing in numbers with other festivals (as for festival attendees). As you may understand, we do not comment on the spendings of ours for the festival.

These investments and campaign should take quite a part in Heinekens’ communication strategy in Poland. What part does it take?

I can tell that they make the largest part of Heineken brand’s budget in Poland. Grupa Zywiec has published the advertisements in: TV, internet, radio stations, magazines, newspapers. We have also used outdoor in 10 largest cities in Poland as well as cinemas and ambient activities.

60 thousand people has attended the show. How much litters of Heineken have you sold?

Heineken supports the largest event in CEE not to increase its sales. From the perspective of the whole year the sales at the festival are minor. What Grupa Zywiec benefits from is the increase in brand recognition. Speaking about people, there were 60 000 in Friday. On Sunday we sold out tickets. There were 75 000.

Does it pay to be the main sponsor of such a big festival? How do you measure that?

It is a matter of organizing a top premium event sponsored by a top premium and world’s recognized brand. Heineken – as an International Premium beer, fits very much in the formula o fan international festival with world’s famous and popular bands and stars. The Open’er is the essence of the Heineken brand. The world’s music, cosmopolitan atmosphere, joy and excitement connected with participation in an exceptional and original event. The Open’er is the real proof that Heineken is a unique brand.

This year there were quite a poor selection of souvenirs to buy especially small gifts. The last day there were only few SKU’s to get. Downturn or bad experience from previous events?

We just have not expected such an interest.

And the last Q. local beer players are very strong in Lithuania, and global brand presence is weak. Time is ticking – in 2010 there will be a ban of alcohol advertising in Lithuania (at least). Are there any plans to expand to emerging, but smaller markets like Baltics?

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Arnas Grigaliūnas  (138 įrašai)