The Campaign

For the first (and in fact very last) time, we used immersive 360 degree Virtual Reality technology to allow millions of fans across the region step INSIDE ANFIELD. We engaged club legends Robbie Fowler and John Banes as our talent and VR guides and we gained access to the areas the public are NEVER allowed. This footage, mixed with personal player anecdotes, a live locker room before a big game (with the actual players as they prepare) and a moving pep talk from super coach Jurgen Klopp got fans hearts racing. The story climaxed with our fan standing on the field just before the whistle is blown – as 44,742 Reds fans break into the chorus of ‘You’ll Never Walk Alone’…… We are touring this immersive, spine-tingling storytelling across the Asian Region. On ground activations in SCB Branches, Expos and Retail Shopping locations, recreate the bright red Anfield Locker rooms.

Creative Execution

All captured on location at Liverpool FC in just a 6 hour contracted production shoot day with the club, players and manager, we executed: • A 2 minute Virtual Reality experience • YouTube and Facebook films and 360 imagery for distribution via Liverpool Official pages and SCB databases • On ground activations in SCB Branches, Expos and Retail Shopping locations across Asia, recreating the bright red Anfield locker rooms. • Behind the Scenes ‘teaser’ film. • Films and stills of rich content with players using the VR equipment for digital and social media ads (including versions spoken in Bahasa, Thai and Cantonese for local market use) In testing, the agency identified a possible bottleneck in the technology and coded a bespoke VR player app to speed users through the experience. A innovation on an innovation that delivered 45% increase in projected footfa on day 1!

The Virtual Reality Experience - Inside Anfield will be toured across the Asian Region to excited fans throughout the year. Our first on ground activations have been fully booked as fans excitedly share their experience. The VR Experience Delivered over 45% from agency projections due to customised VR app allowing promotional staff to move consumers through the booth quickly. Testimonials “It was so immersive. From the scene in the dressing room to the scene at the corner flag next to the Kop. Every Liverpool’s fan dream.” Fan in Thailand “It felt as though I was sitting next to my favourite Liverpool players. The stadium scene with the YNWA Anthem, it really gave me goose bumps.” Fan in Singapore “The Senior Group Communications team love it, even those who hate Football!” Head of PR “This is a great conversation starter for Branch Staff" SBC Manager "We love it" Liverpool Football Club

Standard Chartered Bank's biggest markets are in Asia. Its biggest sponsorship is a football club in the cold, dark north west of England. When 99% of your audience will never visit the home of your biggest sponsorship investment you have a problem. Or do you? The use of innovative technology in immersive storytelling allowed us to not just overcome this barrier, but to use the remoteness of our fans from their beloved club's home as our strength. This is INSIDE ANFIELD.

We turned the limited access Asian fans had, to the club they loved, into our strength. Be the first and only sponsor to allow our fans to experiences the inner sanctum of the club from wherever they were in the world. We are the first people to record a live locker room during a English Premier League match. We also took advantage of the impending demolition of the venue to ensure we would be the ONLY brand with this now historical footage to share for eternity.