
Published 04 June 2024
Rewarding the dedication of South Korean football fans (many of whom wake up at 3am to watch European matches), Dutch beer brand Heineken is ushering football fanatics to unconventional locations: 24-hour laundromats. Via a partnership with South Korean laundromat franchise WashEnjoy, the LaundroMatch campaign gives fans a place to watch the sport together, even after sports bars are closed.



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Overexposure online, rising unease with socio-economic inequality and the desire to connect with likeminded peers are driving luxury consumers towards experiences that transcend materialism or reinstate a precious sense of scarcity. Strategies include access to brands’ top creative minds; activations bestowing ethical...