It’s halftime. Fans wander away. They go to the kitchen, they go to another streaming channel, thye go down the IG Reels rabbit hole…

They miss the early part of the second half. Problem. According to the Euro 2024 qualifiers, over 108 goals have been scored, and many game-changing moments occur early in the second half.

Budweiser and agency partner, Flash Bomber Thailand, have found a unique way to bring fans back to the screen – a specially curated music playlist. Each playlist is organised to reflect the match situation and features elements of Thai-meme culture. For example, the first half is Haha, second Half is Boohoo. Precisely timed for 15 minutes, the playlists ensure fans are alerted when the second half is about to begin. When the playlist ends, fans know it’s time to get back to the action.

The campaign also invites football fans to create their own playlists in different styles, allowing customisation of themes, categories, and moods.

Credits
Client: Budweiser Club
Agency: FLASH BOMBER
Creative Chairman & ECD: Thanasorn Janekankit
Creative Directors: Rattasak Mututanondh, Supachai Limvutivong
Copywriters: Buris Intrasawek, Supachai Limvutivong, Rattasak Mututanondh, Thanasorn Janekankit
Senior Art Directors: Nittaya Chananukul, Nattakit Satitviboon
Art Director: Machima Phanthaksin
Account Manager: Siraprapa Mahamongkol
Account Executive: Kulsinee Thatinjan
Agency Producers: Suchaya Panjalak & Nutcha Mauthorn