{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"IN-STORE EXPERIENCES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"LE PUB APAC, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"TRUST BARS","is_link":false},{"keyword":"BRAND","content":"HEINEKEN","is_link":false},{"keyword":"ADVERTISER","content":"HEINEKEN","is_link":false},{"keyword":"AGENCY","content":"LEPUB SINGAPORE, SINGAPORE\/\nLEPUB MILAN, MILAN","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"BRUNO BERTELLI\/AMRITA RANDHAWA","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"PENNY SADLIER ","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"MIHNEA GEORGIU\/CRISTIANA BOCCASSINI\/AJAY THRIVIKRAMAN","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"STEPHAN SCHWARZ","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"BRUNO ANDRADE","is_link":false},{"keyword":"CREATIVE TECHNOLOGIST","content":"SERGEY MAST","is_link":false},{"keyword":"ART DIRECTOR","content":"SUNNY CHUANG\/SAVIO FONSECA ","is_link":false},{"keyword":"COPYWRITER","content":"DENISE CHEONG\/JAIME LUDENA DIAZ","is_link":false},{"keyword":"AGENCY PRODUCER","content":"ANITA TOH\/MARTINA MOZZILLO","is_link":false},{"keyword":"SENIOR PROJECT MANAGER","content":"FARHAN WAHAB","is_link":false},{"keyword":"DESIGNER","content":"NICCOLÓ ORSO CAMPANINI ","is_link":false},{"keyword":"COLOR GRADING","content":"LUCA PARMA ","is_link":false},{"keyword":"EDITOR","content":"ANDREA BESANA","is_link":false},{"keyword":"BUSINESS DIRECTOR","content":"FRANCESCA BALDRIGHI","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"FRANCESCA BABET","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ALICIA TIONG\/AMIRA RAMADAN ","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"CORE.A CREATIVES, SEOUL\/CREAM PRODUCTIONS, PARIS\/LIVING FILMS, BANGKOK","is_link":false},{"keyword":"DIRECTOR","content":"MAXIME GOVARE","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"EUN SUNG MAENG\/LAURENT TANGY ","is_link":false},{"keyword":"CAMERAMAN","content":"DO HYUN LEE\/TAE HOON KIM\/YOUNG JUN KIM   ","is_link":false},{"keyword":"GAFFER","content":"SEUNGGEUN LEE ","is_link":false},{"keyword":"BESTBOY","content":"SUYEOL LIM","is_link":false},{"keyword":"BOOM OPERATOR","content":"HYUNBAE JEON","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"SARAH KIM\/MICHEL TEICHER ","is_link":false},{"keyword":"FILM PRODUCER","content":"ASHLEY SUNYOUNG  ","is_link":false},{"keyword":"ASSISTANT PRODUCER","content":"BLAKE JUNG","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"TIM SALZE\/CLOTILDE LECUILLIER ","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"ALEX RYU\/YONGHUN RYU ","is_link":false},{"keyword":"LIGHTING","content":"SEOKHWAN JEONG ","is_link":false},{"keyword":"DATA MANAGER","content":"MIN JAE KIM","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"PRODIGIOUS SINGAPORE, SINGAPORE\/WORK POST, SINGAPORE","is_link":false},{"keyword":"EDITOR","content":"GERMAIN WU\/FONG","is_link":false},{"keyword":"FLAME ARTIST","content":"RYON CHAN","is_link":false},{"keyword":"POST PRODUCER","content":"CHARMAINE WONG","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"DISCTODISC PRODUCTIONS - AUDIO POST PRODUCTION ITALY, MILAN","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Trust Bars—Korea's first unmanned, self-service bars.\r<br>\r<br>At Trust Bars, fans became their own bartenders. They used self-service terminals to pour their own perfectly chilled Heineken pints and were responsible for ensuring payment integrity. This system transformed closed businesses, which would typically generate no revenue during the early evening hours, into bustling, profit-generating venues.\r<br>\r<br>This commerce innovation, born from a deep understanding of Korean culture, provided an authentic and unique viewing experience for football fans. The initiative successfully drove Heineken sales and rapidly expanded across Seoul, attracting over 30,000 sign-ups.\r<br>\r<br>The Trust Bar model has proven to be a defining example of the future of unmanned retail, leveraging cultural insight to build brand trust and create a novel consumer experience. Its success in Seoul is now serving as a blueprint for expansion, with the concept currently being rolled out in Japan and Singapore. By placing trust at the center of the transaction, Heineken turned a scheduling obstacle into a successful business and cultural innovation.\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Insight: Champions League matches air at 4 PM Seoul time when all bars are closed, locking fans out of the communal match-day experience. But Korea's cultural practice of \"jeong\"—mutual trust and collective social responsibility—meant we didn't need traditional bar infrastructure.\r<br>\r<br>Idea: Create unmanned Trust Bars where fans serve themselves, pay themselves, and watch together—with zero staff, bartenders, or security.\r<br>\r<br>Creativity: The breakthrough was trusting fans completely. Purpose-built self-service terminals for Heineken taps allowed quality control while enabling autonomous operation. Fans became bartenders, payment processors, and community guardians.\r<br>This inverted traditional commerce models. Instead of controlling the consumer experience, we liberated it. The terminals weren't just dispensers—they were symbols of Heineken's faith in fan culture and Korean jeong.\r<br>The creative tension between \"unmanned bar\" (seemingly impossible) and Korean trust culture (making it inevitable) created a proprietary solution competitors couldn't replicate. You can't launch Trust Bars without actually trusting—and that trust had to be earned, not manufactured.\r<br>By designing commerce technology around cultural values rather than security concerns, we turned staffing liability into brand differentiation and timezone barriers into exclusive Heineken moments.\r<br>","is_link":false},{"keyword":"STRATEGY","content":"Target: Hardcore Champions League fans aged 25-45 who refuse to miss live matches despite inconvenient Korean broadcast times. These aren't casual viewers—they're passionate supporters who'll wake at 4 AM or skip work, craving communal viewing experiences.\r<br>\r<br>Market Context: Korea's sports bar culture thrives on atmosphere, but timezone differences create a structural impossibility—no bars operate during afternoon match times. Competitors couldn't solve this; it wasn't a marketing problem but an operational barrier.\r<br>\r<br>Strategic Approach: Leverage Korean jeong culture to enable unmanned commerce, positioning Heineken as the brand that trusts fans as much as fans trust each other.\r<br>The strategy exploited a white space: while competitors fought over nighttime on-premise sales, we owned afternoon Champions League viewing. Bar owners gained revenue from unused hours. Fans accessed previously impossible experiences. Heineken drove incremental volume.\r<br>Cultural alignment was critical. Trust Bars weren't imported concepts but Korean solutions using Korean values—making them feel authentic rather than corporate. By respecting jeong, we earned permission to operate radically different retail.\r<br>The bar-owner partnership model was strategic: we didn't build venues but activated existing infrastructure, enabling rapid scalability across Seoul and into other markets where timezone barriers exist.\r<br>","is_link":false},{"keyword":"EXECUTION","content":"Technology Implementation: Custom self-service terminals integrated with Heineken taps, featuring intuitive pour controls and contactless payment systems. Terminals maintained beer quality (temperature, carbonation, pour technique) while enabling autonomous operation.\r<br>\r<br>Venue Activation: Partnered with bar owners across Seoul, installing terminals and Champions League broadcast equipment. Venues remained unmanned during match hours—doors unlocked, systems activated, fans self-managed.\r<br>\r<br>Consumer Journey: Fans registered via dedicated website (30,000+ sign-ups), received access credentials, and could visit any Trust Bar during Champions League matches. Pour your pint, pay via terminal, watch with fellow supporters.\r<br>\r<br>Timeline: Launched at Champions League group stage, operating every match day through finals. Hours aligned precisely with live broadcasts—typically 4 PM-6 PM Seoul time when traditional bars were closed.\r<br>\r<br>Offline-to-eCommerce Bridge: Self-service terminals captured transaction data, enabling personalized digital engagement. Fans received match reminders, venue recommendations, and exclusive Heineken offers, connecting physical commerce to digital ecosystem.\r<br>\r<br>Scalability Design: Modular terminal system allowed rapid deployment—new venues activated within days. Success in Seoul drove expansion planning for Japan and Singapore markets facing identical timezone challenges.\r<br>Physical experience, digital enablement, cultural authenticity—fully integrated.\r<br>","is_link":false},{"keyword":"RESULT","content":"The \"Trust Bar\" activation successfully transformed previously 'dead' hours into a highly profitable and impactful commerce platform, validating a new model for fan engagement.\r<br>\r<br>Business Impact:\r<br>The program drove 15,000 incremental pints consumed solely during off-hours (typically 4 PM-6 PM), resulting in 100% incremental volume and revenue for Heineken—sales that otherwise would have been zero. By eliminating labor costs, the revenue-per-hour exceeded traditional staffed bar operations, establishing a sustainable, high-margin partnership for bar owners.\r<br>\r<br>Scale & Adoption:\r<br>The concept resonated deeply with the local culture (\"jeong culture\"), demonstrated by the 30,000+ fan registrations and zero security incidents throughout the campaign. The Trust Bar network expanded rapidly across Seoul during the Champions League season. This success secured confirmed expansion into Japan and Singapore—markets facing identical timezone-related operational challenges.\r<br>\r<br>Future-Defining Commerce Model:\r<br>Trust Bars proved that unmanned retail is viable and scalable when built on genuine cultural insight and purpose-built technology. We turned operational barriers—off-hour demand and staffing costs—into a competitive advantage, creating a fully integrated physical experience powered by digital enablement. This model is not easily replicable, requiring the cultural equity of the brand and an innovative autonomous commerce platform, defining the future of sports hospitality.\r<br>","is_link":false}],"files2":[{"name":"CM13_004.mp4","type":"mp4"},{"name":"CM13_004_DI01L.jpg","type":"jpg"}],"count":2}