» LaundroMatch
INTEGRATED CAMPAIGN
Heineken’s long-standing partnership with the UEFA Champions League has always been about celebrating the fans. This year, the follwing the global campaign and created especially for Korea, shines a light on the true “hardcore fans”, those who push past limits, break through barriers, and defy stereotypes just to stand behind their team.
Heineken
Agency
LePub // Publicis
Cannes Lions
Bronze
Outdoor / Ambient Outdoor
2 shortlist
Clios
Gold / Experience/Activation
Silver / Partnerships & Sponsorships
Bronze / Events/Activation
Bronze / Partnerships & Sponsorships
Bronze / Brand
Shortlist / Out of Home
Shortlist / Brand x Media
One Show Asia
Merit / Experiential & Installations
Golden Drum
Gold / F. SPORTS, POP CULTURE & ART
Gongs
Gold / Brand Experience & Activation
Gold / Outdoor
Silver / Brand Experience & Activation
Silver / Outdoor
» The Idea
APAC is a region with a high number of fans of UCL and the big European teams. But those who want to follow the matches have a big problem: the time zone difference. In fact, UCL games take place in the middle of the night (around 4 am), a time when even the bars have now closed and there are no places to gather and watch a game together without disturbing anyone.
In Asian metropolises, at a time when even bars are closed, there is only one place that stays open 24/7: laundromats. That’s why we partnered with the largest chain of laundromats in South Korea (Washenjoy) and the only broadcaster with UCL rights (SPOTV) to turn every laundromat into a «LaundroMatch,» a sports bar where you can watch games thanks to the conversion of washing machines into «Watching Machines.»
Heineken therefore intercepted a barrier that fans have in being able to attend matches and offered a solution to their problem by leveraging the brand’s witty tone of voice.
Cannes Lions 2024
Bronze
Outdoor / Ambient Outdoor
In just one week, the campaign had a global reach of over 92 million, with the launch assets receiving 11 million views.
News outlets across Asia picked up the campaign, generating 261 pieces of coverage and 537 million Korean Won in PR value.
The experience garnered widespread interest across South Korea and significant publications.Within the first week, Laundromatch had an engagement rate of over 130,000 people using our web app to view the matches.
Organic visitors 927% above the regular washing days. The hashtags #Laundromatch and #HeinekenKR became trending topics for the entire week during the launch and also until the semi-finals, which are underway.