Minh Tri & Huu Quoc

OUTLINEI. Introduction

About CompanyII. Advertising Campaign

UEFA Champion League “Cities of the World” Countdown Party

III. Conclusion See from Heineken advertising campaign

IV. Reference

I. Introduction Company

• In1863, when Gerard Adrian Heineken acquired De Hooiberg brewery in Amsterdam- Netherlands.

• 1873, official Heineken brand was born• the first foreign beer imported into the US in 1933• Heineken under strong market penetration in Asia

in 1936• Heineken has confirmed its leading position as the

famous beer in the world, is present in 170 countries with 120 factories in more than 60 countries

II. Advertising CampaignSponsorship of UEFA Champion League

• Scale: the world• Time: Since 2005. New 3 years

contract from 2012 to 2015.• Location: All communication

network, Stadium,…

II. Advertising Campaign

All men like to drink beer

Almost men love football

Awesome time in men’s life is drinking beer while watching football

Sensory inputs

Sights

• Communication channels: social networking, website ads, youtube, TV commercial

• Stadium • Fashion • Commercial Board• Celebrity

Sounds

• UEFA Champion League Theme Song

• Shout of encouragement • Feeling when the middle of

September

II. Advertising CampaignEncode the information and store in brain

• 9 months per year • Eager to watch next Champion League

season • Stimuli women • Men – Football – Champion – Heineken

II. Advertising CampaignCities of the World

• Scale: all around the world • Name the city in Heineken bottle • Gift for customers • Connecting people

II. Advertising CampaignCountdown Party

• Scale: the world• Time: April 8, 2014• Location: Heineken Countdown Ha

noi party• Form: the highlight of the

program is the party music in Ha Noi every year.

III. ConclusionAdvertising Campaign Style

• Advertising style always change over time.

• Great creativity in the advertising campaign

• Carry the clear message in each ads

• Focus on target customers

Great at using consumer behavior

• Make customers remember• Keep their messages in

customers’s mind

III. Conclusion- Every campaign spread in a very

large scale: the world

=> The international attitude of Heineken Brand.

IV. Reference

• https://www.heineken.com

• http://www.uefa.com/uefachampionsleague

• http://www.slideshare.net/jin88lin/heineken-case-study-analysis-presentation

• http://thenextgag.com/heineken-reveals-global-uefa-champions-league-campaign/

IV. Reference

• https://www.heineken.com

• http://www.uefa.com/uefachampionsleague

• http://www.slideshare.net/jin88lin/heineken-case-study-analysis-presentation

• http://thenextgag.com/heineken-reveals-global-uefa-champions-league-campaign/