The Heineken Open'er Festival is a music festival which takes place in Poland. The first edition of the festival was organized in Warsaw, in 2002, as.

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Presentation transcript:

The Heineken Open'er Festival is a music festival which takes place in Poland. The first edition of the festival was organized in Warsaw, in 2002, as Open Air Festival. The main organizer of the festival is concert agency - Alter Art, but the performance took the name from it’s main sponsor, Heineken International. Since 2006, the festival takes place on Kosakowo Airport (Babie Doły Military Airport) in Gdynia.

That’s how festival is shown in television.

Every advertisement from the festival shows incredible party. Opener looks like place where everyone are happy and free. People are smiling all the time, they are listening good and popular on the whole world bands. Music is everywhere, dancing people as well. Regular consumer of this type of advertising in almost 2 minutes recive signals like: party, music, beer, bands, fresh air, crowd, revel, vibrant colors, intresting people, madness on the stage.

- Marketing communication with consumer - persuasion and manipulation - associating product name in the minds of consumers through certain qualities - increase sales - increase demand for the product - ubiquity

I am the huge fan of this festival, because I go there every year since 2009, but advertising never tells the whole truth about the product. Both of them: tv and press commercials show us characteristic green colour, a lots of bands and people, and big inscription of our favourite beer – Heineken. But that is all. But if you want to know the truth, ask anyone who was the participant of the festival…

We are ready to do anything for our favourite stars and bands… We have to remember that advertising doesn’t say everything. If you are ready for something like this, you will have great time no matter what. Tickets for the festival are expensive and the prices are higher every year, conditions on the campsite - still the same. Price for the beer is 6pln (cheap), but it has only 2% of alcohol.

From two years we can see more and more younger people coming there. They take drugs, drink too much of alcohol and they initiate fights. but still… You have one of the few chances to see your favourite bands, still you can meet nice and friendly people, and the atmosphere is amazing.