Heineken & LePub APAC Create 24-Hour Sports Bars in Laundromats for Football Fans
Heineken has partnered with LePub APAC to turn 24-hour laundromats into sports bars for UEFA Champions League match screenings in South Korea. The initiative addresses the needs of hardcore fans who watch late-night games by providing a social gathering space. Fans can enjoy matches, win trips, and receive free subscriptions, reimagining the viewing experience during the tournament season.
Heineken and LePub APAC have initiated an innovative campaign to transform 24-hour laundromats into sports bars for football fans in South Korea, specifically for the UEFA Champions League matches. Recognizing that many fans wake up in the early morning hours to watch games, they aim to create social viewing spaces that are accessible when traditional bars are closed.
Collaborating with WashEnjoy, a popular laundry chain in South Korea, Heineken has reimagined laundromats as venues for passionate sports enthusiasts. This initiative allows fans to gather, watch matches, and enjoy the experience together in a conducive environment, rather than at home or in closed bars.
Giwoun Park, Marketing Director at Heineken Korea, remarked that being a true hardcore fan is defined by behavior rather than appearance, highlighting the dedication of fans who inconvenience themselves to watch their teams. The quirky nature of watching a game in a laundromat celebrates this commitment and uniqueness of Asia’s football culture.
Cyril Louis, Executive Creative Director at LePub APAC, pointed out that passionate football fans exist globally, not solely in traditional football strongholds. The project aims to honor these fans in cities like Seoul, where they gather to support their teams through late-night enthusiasm.
The ‘LaundroMatch’ campaign kicked off during the early hours of April 10, featuring events at WashEnjoy locations that attracted fans eager to watch the matches. Incentives included chances to win all-expense-paid trips to the UEFA Champions League final, enhancing engagement.
From now until June, fans can scan QR codes at WashEnjoy laundromats to receive a complimentary 30-day SPOTV subscription, allowing them to enjoy the remaining UEFA Champions League matches at the Heineken LaundroMatch venues.
Heineken’s recent global campaign, ‘Cheers To The Real Hardcore Fans,’ aims to redefine the concept of a hardcore fan and promote inclusivity in football. Through ‘LaundroMatch,’ Heineken extends this initiative in Asia, aiming to solidify its status as the go-to beer during UEFA Champions League matches.
Heineken and LePub APAC’s partnership has successfully created a unique viewing experience for football fans in South Korea by repurposing laundromats into 24-hour sports bars, allowing fans to gather and celebrate their passion. The campaign not only engages fans but also fosters community around live sports events, while Heineken’s broader initiative strives to redefine and include diverse football fandom. This innovative approach effectively enhances the match-day experience for dedicated football enthusiasts.
Original Source: campaignbriefasia.com
