Diving overview:
- Heineken has launched a campaign to turn some 24-hour laundromats into late-night sports viewing locations where fans can watch UEFA Champions League soccer matches, according to details shared with Marketing Dive. The “LaundroMatch” campaign is based in South Korea and requires fans of the league to tune in early in the morning to watch the matches in real time.
- The initiative allows consumers to scan a time-limited QR code on washing machines at local stores of WashEnjoy, one of South Korea's largest laundromat franchises. This code will give you access to live streams of the soccer quarter-finals and semi-finals on his SPOTV, the only UEFA Champions League broadcaster in the region.
- Heineken is a long-standing sponsor of the UEFA Champions League. The 'LaundroMatch' activation in collaboration with LePub Singapore is part of the brand's larger 'Cheers to Real Hardcore Fans' global campaign launched in February.
Dive Insight:
The UEFA Champions League's roots, competition, and largest fan base may be in Europe, but some of the sport's most ardent fans are also found in Asia. These devotees wake up at 3am or 4am to watch live UEFA Champions League matches, even though sports bars in South Korea are closed.
Heineken's solution partners with LePub Singapore and WashEnjoy to turn a laundromat, one of the few 24-hour stores in the country, into an impromptu sports viewing hub where groups of fans can gather to watch league quarter-finals and semi-finals. The problem is avoided by changing it. The game will run until June. The initiative allows consumers to scan his QR code at his WashEnjoy laundromat to access a free 30-day his SPOTV subscription.
Access to offers is only available during matches. By scanning the QR code, consumers can access a landing page offering her SPOTV. The design of the site is inspired by the shape of a washing machine. The campaign was launched on April 10th, coinciding with his second consecutive event.
The idea of “LaundroMatch'' coincides with Heineken's UEFA Champions League campaign “Cheers to the Real Hardcore Fans'', which sees many fans of the sport show off their dedication, including naming their pets after their favorite names. It depicts how much effort one has to make to show oneself. players. This campaign aims to redefine what it means to be a passionate fan in order to make football more inclusive.
“Heineken believes that being a 'true hardcore' soccer fan isn't how you look, it's how you act. “Anyone who names themselves after an icon or wears a lucky pair” is considered hardcore if they wear socks during a match,” said Ki-eun Park, Marketing Director of Heineken Korea in a release. mentioned in. “We wanted to celebrate the hardcore fans of Asia who truly live and breathe the sport in a positive and sometimes quirky way.”
Heineken isn't above eccentricity in its latest marketing. The brand recently partnered with streetwear retailer Bodega to launch “The Boring Phone,” a limited-edition mobile phone with limited features and no internet access or apps. Launched as part of Milan Design Week, the phone and associated campaign aim to encourage consumers to spend less screen time and more relationships.
Last year, Heineken's Brazil group teamed up with LePub Brazil to design a gaming PC that doubles as a refrigerator that can keep your drinks cold. The TH3 G4M1NG FR1DG3 was released as part of the brand's “Not All Nights Out are Out” campaign aimed at gamers.
