SINGAPORE, 10 March 2025 – Forget about laundry day being a boring mundane chore. Coca- Cola and NewJeans are here to elevate something mundane as laundry into a magical immersive experience. An exciting partnership with WPP OpenX, led by Ogilvy Singapore are turning an ordinary laundromat in Malaysia into an epic pop-culture playground from March 12-15, 2025.
Riddled with easter eggs only OG bunnies of the K-Pop ensemble will spot, the ‘So Fresh So Clean’ laundromat is a pop-up experience where you can upcycle your old jeans into brand new NewJeans with exclusive RFID patches that unlock personalised messages from NewJeans.
How it works:
Bring your old jeans to Metropolitan Dobi Express in Kuala Lumpur.
Get limited-edition Coke x NewJeans patches by showing up with six Coca-Cola bottle caps (or buy six bottles on-site).
Snap a pic in the funky photo booth to flex your refreshed style.
That’s not all! WPP OpenX, led by Ogilvy Singapore are bringing NewJeans virtually to the laundromat. Interactive videos make it seem like they’re right there, refreshing your denim alongside you. Furthermore, RFID Patches allow fans to scan the patches using an NFC-compatible device to unlock exclusive NewJeans videos, offering a new and refreshing way to engage with the band.
RFID Patches: https://youtube.com/shorts/KfG0Wzezpzc, https://youtube.com/shorts/YZJIWwCWDPw, https://youtube.com/shorts/Nd3ecOLr8wM
NikhilPanjwani, Regional ECD at Ogilvy Singapore, sums it up: “This campaign from Coke lives at the intersection of fandom, Y2K fashion, collectible tech and a good ol’ pun. Who knew doing laundry could be so uplifting?”
Credits: TCCC TeeJae Sonza, Senior Director, Marketing – Coca-Cola Adam Ross, Senior Director, Creative Strategy -Coca-Cola Tanya Cerina Cinco – Content Director Jinsol Kim – Marketing Director Theng Hsiang Heon – Senior Brand Manager WPP Open X, led by Ogilvy Singapore Reed Collins- CCO, Asia Nicolas Courant –CCO, Ogilvy Singapore Nikhil Panjwani – Executive Creative Director Adrian Gambaretto – Associate Creative Director Nico Iampolsky – Associate Creative Director Sadhna Saku – Junior Art Director Arjun Vedanayagam – Head of Strategy Wei Wen Chai – Creative Planner Juhi Bimbhet – Category Business Director Khoo Suat Ling – Business Director Priscilla Lim – Group Account Director Wong Woei – Project Integrator Eugenia Ngan – Senior Program Director Nyko Rodriguez – Director, PR & Influence Madeline Tan – Associate, PR Natasha Loh – Associate, PR Sarah Wong – Account Manager, PR Kelly Foo – Senior Consultant, Digital John Luke B Catayong – Digital WPP Open X, led by VML Malaysia Sean Lim – Head of Brand Experience and Activation Yee Kim Kong – Client Management & Operations Director RZ Chew – Capabilities Director Xanthe Yew – Program Director See Yee Chan – Senior Creative Director Lim Wee Ling – Associate Creative Director MustXP Gael Le Page – CEO of MustXP WPP Open X, led by EssenceMediaCom Nic Jones – APAC Head of Media Planning Dimas Kusumaningrum – Planning Manger Rafeah Siron – Manager WPP Open X, led by Ogilvy Malaysia Zako Arzmi – Associate Director, PR & Influence Sandra Koh– PR WPP Open X, led by Hogarth Singapore Alexis Lefort – Executive Producer Jaye Ong – Producer Tamara de Jesus – Group Account Director Michelle Chai – Account Manager Daryl Bryan Lim – Post Producer Timothy Lee – Editor Audio Post Producers: Christopher Cheah & Bryan Ong
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