Seoul, Korea – Global brewing company Heineken has launched their latest ‘LaundroMatch’ campaign, turning 24-hour laundromats into all-night sports bars so that Korea’s most avid football fans now have a place to watch the UEFA Champions League.
To achieve this, Heineken teamed up with LePub APAC and established a partnership with WashEnjoy, one of South Korea’s laundromat franchises, setting up a place for the real hardcore fans to get together and enjoy the games.
The idea was inspired by the realisation that Asia is home to some of the world’s most hardcore football fans who choose to wake up very early in the morning to watch games live. Specifically, it’s also difficult to watch UEFA Champions League 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.
The campaign, called ‘LaundroMatch’, launched on 10-11 April with two consecutive events, when fans flocked to WashEnjoy in Seoul to watch teams compete. Additionally, four all-expense paid trips to the final UEFA Champions League 2024 match in June were also up for grabs, promising fans with a dream-come-true experience.
Until June, South Korean fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, so they can enjoy the UEFA Champions League quarter and semifinals at a nearby Heineken LaundroMatch.
Talking about the campaign, Giwoun Park, marketing director at Heineken Korea, said, “Heineken believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave – 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 fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?”
Meanwhile, Cyril Louis, executive creative director at LePub APAC, added, “You may think the world’s most passionate football fans are based in Europe or Brazil, but they can actually be found in all corners of the world – cities like Seoul, where fans are crazy enough to stay up all night to cheer on their team. We had the crazy idea of using laundromats to recognize the efforts of these fans and celebrate them with Heineken. When bars are closed, now there is a place for Korea’s real hardcore fans: 24/7 laundromats, transformed by Heineken into go-to venues for enjoying match day with friends.”
