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Nothing wishy-washy about this innovative Heineken brand activation
By our African Marketing Confederation News Team | 2024
UEFA Champions League fans in South Korea can’t watch the games in sports bars because of the time difference. The brand had a plan.
While soccer fans around the world were tuning into last night’s UEFA Champions League match between Paris St Germain (PSG) and Borussia Dortmund, fans in South Korea were doing things a little differently; they were keeping up with the action in 24-hour laundromats.
Photo: Heineken
This out-of-the-ordinary way of doing things is courtesy of an innovative brand activation by beer brewer Heineken, a long-time major sponsor of the pan-European club competition.
While fans in Europe and Africa can watch the games in a convenient prime-time evening slot, in South Korea it’s a 3am kick-off. Those who like to watch the football in a convivial, fun-filled atmosphere are out of luck as sports bars in the country close at 2am.
Recognising this conundrum, Heineken’s marketing team came up with an innovative brand activation called the ‘LaundroMatch’.
In partnership with WashEnjoy, one of South Korea’s largest laundromat franchises, Heineken transformed 24-hour laundromats into 24-hour sports bars at locations across the country.
For the effort of getting up early and going to the laundromats, consumers can scan QR codes located on the washing machines to access a complimentary TV subscription that allows them to watch the games.
Redefining what it means to be a hard-core fan
The campaign is meant to redefine what it means to be a hardcore fan in a bid to make football more inclusive and fun.
“Heineken believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave,” said Giwoun Park, Marketing Director at Heineken Korea, in a press release.
“Anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore.
“We wanted to celebrate Asia’s hardcore fans who truly live and breathe the sport in a positive, sometimes quirky way.”
As part of the match-night hype, Heineken in South Korea is also offering four all-expenses paid trips to the 2024 UEFA Champions League final in England on 1 June.
The avid fans will be back in the laundromats tonight (early tomorrow morning South Korean time), to watch the second semi-final clash between Real Madrid and Bayern Munich.
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