AMSTERDAM 2 TEAM : Vishnu Dev Amara Shekhar Gupta Antonia Koukouvelou Florian Fichtner Francesca Mavaracchio Raphael Reuter Zhengyu Xue Naga Mallika Talanki Zilvinas Vinskas Jiachen Zhu

Table of contents: What is Amsterdam famous for? Big companies in Amsterdam Heineken history and development “Heineken Experience”

Heineken Holding N.V. heads the Heineken group One of the world’s leading consumer and corporate brands for over 145 years Located in the Netherlands Shares are listed on the Euronext in Amsterdam Brand portfolio contains more than 200 international premium beers and ciders 125 breweries in more than 70 different countries

The “Smiling e”

Local executions - “Departure Roulette" What makes the "Open Your World" campaign so effective is that Heineken positioned it to be a platform, not a one-off commercial. With each edition of the series, Heineken created local executions and digital appendages that bolster the campaign’s messaging and reach new consumers, both on-the-ground and on social media. “Departure Roulette" - Heineken created "Departure Roulette,"an on-the-ground installation at New York’s John F. Kennedy Airport that gave wary travelers the opportunity to ditch their current trip and fly to an unknown city on Heineken's dime Real- Time marketing - To display how flexible and reactive its marketing is, Heineken tracked down some of those users and asked them if they remembered tweeting about "Departure Roulette." Stunned, the users were then given the opportunity to play the game. The product should be shown in slow-pouring shots where its golden color, sparkling texture and refreshing coolness would celebrate its taste. International brand that connects people, excludes nobody and that it is for everyone.

socialization, acculturation Dutch and international culture Dutch studying, teaching, working methods create presentation skills master the marketing skills in different ways

Suggested schedule 1st afternoon (~4hours): 2nd afternoon (~4 hours) 1-2 Hours. Discuss the specifics of the cultures present in your group. 1-2 Hours. Try to produce the main idea for your concept. 2nd afternoon (~4 hours) 1-2 Hours. Create the actual design. 1-2 Hours. Get ready to present your concept. Create a PowerPoint presentation. 3rd afternoon: The teams will present their concepts. 10 minutes per group. Each person gets a ticket ( piece of paper) to vote for their favorite.

THANK YOU