Description
Heineken® and LePub Singapore are turning 24-hour laundromats into all-night sports bars so that Korea’s most hardcore football fans now have a place to watch the UEFA Champions League. The idea was inspired by the realization that Asia is home to some of the world’s most hardcore football fans – so devoted, they’ll wake up at 3am or 4am to watch UEFA Champions League games live. However, it results difficult to watch matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.
So, Heineken® teamed up with LePub Singapore to devise a simple yet ingenious solution: in partnership with WashEnjoy, one of South Korea’s largest laundromat franchises, it is turning 24-hour laundromats into 24-hour sports bars at locations across the country. When bars are closed, now there’s a place for the real hardcore fans to get together and enjoy the UEFA Champions League.
The campaign, called ‘LaundroMatch’, which kick-started on 10th April at 3am with two consecutive events, saw the flocking of fans to WashEnjoy in Seoul to watch their favorite teams compete. Until June, South Korea’s real hardcore fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, the only UEFA Champions League broadcaster in South Korea, to enjoy the quarter and semi-finals matches at a nearby Heineken® LaundroMatch.
The only ask to fans is to be there at the right time, as the access is time-sensitive and only available during the matches. By scanning the QR code on the washing machines, they access to a landing page offering SPOTV live stream for free. The design of the website is inspired by the shape of a washing machine: with the logo positioned at the powder pocket, the menu burger located where the buttons are, and a message rotating inside the round door.
As a long-time sponsor of the UEFA Champions League, Heineken® recently launched a global campaign called “Cheers To The Real Hardcore Fans” in February 2024, which redefines what it means to be a “real hardcore fan” in an effort to make football more inclusive.
With the launch of ‘LaundroMatch’, Heineken® is bringing the “Cheers To The Real Hardcore Fans” platform to Asia, with the goal of connecting with a wider range of fans worldwide, and making Heineken® the global beer of choice during the UEFA Champions League.
This professional campaign titled 'LaundroMatch' was published in South Korea in April, 2024. It was created for the brand: Heineken, by ad agency: LePub Singapore. This Experiential and Integrated media campaign is related to the Alcoholic Drinks and Sports industries and contains 1 media asset. It was submitted 7 months ago.
Credits
HEINEKEN® GLOBAL
Heineken® Global Head Heineken & Amstel Brands: Nabil Nasser
Heineken® Global Strategy and Communication Director: Daniela Iebba
Heineken® APAC Brand and Business Development Director: Agnieszka Gorecki
Heineken® Global Communication Manager: Guilherme Retz
Heineken® Global Digital Development Manager: Pearly Lim
Heineken® Head of Strategy: Dana Katz
Heineken® APAC Communication Manager: Nalini Bhagwandin
HEINEKEN® KOREA
Marketing Director: Giwoun Park
Heineken® Senior Brand Manager: Lynda Kim
Heineken® Brand Manager: Kido Lee
Heineken® Brand Manager: Gajin Kim
Heineken® Brand Manager: Chloe Choi
Heineken® Brand Executive: Eunhye Guan
Agency: LePub Singapore
Regional Executive Creative Director: Cyril Louis
Creative Director: Sergey Mast
Associate Creative Director: Yuste De Lucas
Associate Creative Director: Rudy Zulkifly
Design Director: Oscar Gutierrez
Account Director: Vanessa Liu
General Manager: Hanh Kanssen
Senior Project Manager: Farhan Wahab
Agency: LePub Italy
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Chief Creative Officer: Mihnea Gheorghiu
Executive Creative Director: Andrey Tyukavkin
Executive Creative Director: Eoin Sherry
Creative Director: Marie Poumeyrol
Creative Director: Nick Bakshi
Creative Director: Stefano Zanoni
Associate Creative Director: Roberto Ardigò
Groupe Strategy Director: James Moore
Client Service Director: Shirine Aoun
Group Account Director: Ilaria Castiglioni
Account Director: Rossana de Rosa
Account Supervisor: Marta Dell’Adami
Account Executive: Francesca Gatti
Global Head of Creative Technology: Mauro Mazzei
Global Head of PR & Communications: Isabella Cecconi
Global PR Manager: Eleonora Botta