#DVHE Dag van het evenement georganiseerd door EventBranche stond in het teken van live communicatie en content. Bekijk de mindmap van Dave Shoemack, Heineken Sol. Benut de kennis en inzichten van de sprekers door de mindmaps te bekijken/ downloaden.

1. Image was not
unique
9 dec 2014
Dave Shoemack
Dave
Shoemack
Cerveza Sol (Heineken)
Sol global manager at Heineken
Connect with Dave
Http://nl.linkedin.com/pub/dave-shoemack/20/2b1/2ba
Intro
Responsible for Sol brand of Heineken
From New Zealand
Associations
Summer
Sensation
Mexico
Hangover
Take a beer to the world
Not a big budget
SOL
Available in 55 markets
Image was just
Summer
Lime
Beach
Sombreros
Mexico
Tequila
Born in 1899
Leader
Out of a revolution
Internally, nobody felt anything for the brand
Huge
problem...
with the SOL
brand
Needed to open up the brand
Amazing idea for showing
the world the brand
Event in Mexico city
Idea turned down: Too expensive
The event location became Amsterdam
Amsterdam event was a
huge challenge
Was held in the middle of winter
For a Light refreshing beer from Mexico
Worked
together
with Move
Asked Sol:
'What is the ROI?'
What should people do
differently after the event?
There was a positive culture of pushing
Pushed in the right direction
Sol did things differently since 1899
2 rules
1. No PowerPoint
2. No supplier, venue, hotel that
Heineken ever used
"Made Heineken the enemy"
Let's be the pirates Lets make us famous
Heineken
Processes
Rules
Event for 100 people
from the world who
came to amsterdam
Unique
Driven to Schiphol in classic Cadilacs
Hotel on an island with Sol
Walked people out
Mexican breakfast
Took them on a boat
Fort IJmuiden
'Local heroes' told stories
If people believed the brand, they were
invited to the afterparty
Casa SOLOpen and enjoyable experience
Since
the event
45% growing globally
Fastest growing brand in Heineken
Won awards with MoveEffectiveness and creativity
People love to work on the brand now
Having fun with the brand
To change you
have to
Do things differently
Have cohones
Q&A
What did you do after
event to keep
stakeholders involved?
Website
Inspiration
Blog
Newsletter
Whats happening on the brand
Internal events
Keep fighting
Winning the award and volume
growth is good
Cooperation between
SOL and Heineken?
Did it seprately
Received confidence and trust to do it
What kind of people
were invited?
Needed marketing directorsWhich was hard
We held our event 2 days
before a huge Heineken event
With marketing directors
They came since they where already there
Budget?
Creating an illusion is important
Looked way bigger than it was
It's not about money
Legenda
Leesinstructie
Met de klok mee
Vanuit het centrum naar buiten
Per tak van boven naar beneden
Tip: zoom in als de tekst wat klein is
Legenda
Vraag
Belangrijke opmerkingen
Let op deze PDF kan uit meerdere pagina's bestaan!
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#DVHE Dag van het Evenement 2014 | mindmap | www.ConnectionOfMinds.com