THE POWER OF NUMBERS

TitleTHE POWER OF NUMBERS
ClientSTANDARD CHARTERED BANK
Product / ServiceLIVERPOOL FC PARTNERSHIP
CategoryE02. Sponsorship & Brand Partnership
EntrantSTANDARD CHARTERED BANK Singapore, SINGAPORE
Idea Creation OCTAGON Sydney, AUSTRALIA
Production MILKMONEY Sydney, AUSTRALIA

The Campaign

125 years is a significant milestone. But it’s more than just a number. It signifies tradition, history and legacy. For hundreds of millions of LFC fans, it means so much more. And no brand understands the meaning of numbers more than Standard Chartered. As one of the world’s leading global banking brands, numbers are our business. Our creative idea took to heart the Power of Numbers. We chose not just to look back but use numbers to project forward to the future of the club. By creating a series of numerically themed stories, we would engage passionate fans everywhere in a way most appreciate for a proud sponsor and world leading financial institution.

The Brief

Not available from client

Creative Execution

A season long, global campaign, featuring numerically themed stories leveraging club legends, milestones, players and fans: #1: Record Breakers: Celebrating key club milestones. #7: King Kenny: A children’s book sharing the legacy of Kenny Dalglish with the next generation. #8: The Captain: Dissecting the role of leadership with LFC Captains. #11: Equality: 11 players on diversity and equality that both the club and bank value. #12: 12th Man: A tribute to the club’s global fans. #54: The 54,079 Anfield seats and stories of Reds who fill them. #64: Hear the Kop Roar: 3D binaural experience of the famous “You’ll Never Walk Alone” anthem – adopted by LFC in 1964. #90: Game Changers: The importance of a full 90 minutes of effort from a club who has scored more final minute goals than any other. #125: Our Future: A look at the clubs vision for the next 125 years.

Describe the success of the promotion with both client and consumer including some quantifiable results

We created 9 original, diverse and entertaining, numerically themed pieces of branded content. From short form documentary films to cutting-edge 3D binaural audio experiences and traditional print publishing with the creation of a hard cover children’s book – we entertained in all formats. Core executions were promoted via 240 pieces of bespoke content featuring the players, managers and the club's fans, delivered in 7 languages across 40 countries. 24 SCB markets leveraged this global campaign with local adaptations delivering 280 million campaign impressions worldwide. Using LFC and SCB owned social media and targeted seeding campaigns via football networks including ESPN, Fourfourtwo, GOAL and Soccernet, we generated over 70 million views of the films and audio content. Including offline activity (like our children’s book, King Kenny), we were able to reach more than 80.5 million LFC fans and bank customers with an average engagement rate of 1.95% (triple the industry average).

Explain why the method of promotion was most relevant to the product or service

Standard Chartered Bank (SCB) has long understood the power of entertainment in marketing. Recognising sports ability to engage, entertain and persuade a global audience, they have proudly been the main club sponsor of Liverpool Football Club (LFC) for over a decade. In 2017/18 the club celebrated their 125th anniversary and to mark the occasion, SCB created a series of stories told through a number of traditional and unique lenses. From a cutting-edge binaural audio game day experience, to documentary films and even publishing a hardcover children’s book, we pushed the bounds of entertainment with this integrated sponsorship campaign.

FAN INSIGHT – With almost 600 million ‘Reds’ fans globally, the majority of LFC fans will never visit the legendary home ground, Anfield. STRATEGIC INSIGHT – Bespoke psychographic fan research showed nostalgia as a powerful emotional driver for tribal sports like football and appropriate for a club to look back on to celebrate. However, as a progressive banking brand, Standard Chartered should always be looking forward. CULTURAL INSIGHT – SCB’s growth markets are predominantly in Asia. In this culture, numbers have special meanings, rooted in mythology and storytelling. STRATEGIC POSITION – Harness the power of nostalgia during the 125th anniversary year to gain global fan attention. Then, deliver creative that leverages this attention into a forward-looking, brand relevant story leveraging the mythology and history of Anfield – all whilst recognising the power of numbers in our key growth markets. During LFC’s 125th Anniversary, SCB Celebrates the Power of Numbers.

Credits

Name Company Position
Lizi Hamer Octagon Regional Creative Director
Aykan Azar Octagon Head of Agency
Adam Hodge Octagon Head of Strategy
Jeanette Won Octagon Account Lead
Louise Ferguson Octagon Account Lead
Trish Gelani Octagon Regional Creative
Yoky Pandowo Octagon Regional Art Director
Ethan McLean Milkmoney Head of Creative
Matt Taylor Milkmoney Managing Director
Darren Collins Milkmoney Executive Producer
Carrie Williams Milkmoney Head of Production
Richard Mullane Milkmoney Director
Katherine Zopolo Milkmoney Producer
Phoebe Parker-Lloyd Milkmoney Production Manager
Kelly Perry Milkmoney Editor
Charlotte O'Rourke Milkmoney Producer
Rebecca Shawyer Milkmoney Producer
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