HJF facts figures:
Social Responsibility
tickets: 30 euros per day 68 euros per three days
facilities: Ferrari's Formula 1 racetrack, 19 bands,
27 hours of live music, 8 hours of music every
day on a 70m-long stage, a sound system
of 340 speakers totalling 400,000 watts of
power, 1,000 kW of light; ten km of electric
cables, 25 lorries to transport everything,
thousands of litres of water given away
free, a security staff of over 400 people
to do: shop at the Fleineken Store, massages or
tattoos, different flavours in the Cool Zone,
music performances in the Chill Out Area,
resting at the Beach Bar, a real beach of
1500 square metres, a Fleineken Store with
swimming costumes and summer clothes,
the Green Village offering a wide variety of
entertainment
sports: a beach volley court, play football,
volleyball or basketball in the Sports Village,
Latin-American dance lessons
80,000 visitors on average, the success of the event is not just
attributed to music, beer or branding. A combination of these
factors made spontaneous awareness of the HJF among the
young adults rise from 22% in 1998 to 59% in 2003 (83% aided).
Next year, the HJF will evolve more towards the concept of a
unique experience. The concept of 'not just music' is likely to
play a greater role during the promotion.
The HJF is a convenient venue to reinforce and strengthen the
promotion of responsible drinking among consumers. The TV don't
drink and drive ad called 'Lead', which was launched earlier this
year and was recently awarded a Bronze Lion at the Cannes
Advertising Festival, was shown several times on three big screens
in the concert arena. Billboards were also placed at the entrance
to advise visitors on responsible consumption. Heineken Italy
organised a co-marketing partnership with a travel agency to sell
packages including tickets and bus trips to the festival. During all
of the three-day event the public was supplied with a lot of
mineral water for free to avoid dehydration under a sun of almost
50°C. Next to that, the price of the beer was fixed quite high:
four euros a pint. To complete the commitment and the concern
about social responsibility, the bars stopped selling beer one hour
before the end of the concerts.
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