Why is this work relevant for Entertainment?

Liverpool FC has arguably the most passionate fanbase in the world. Their fans are spread everywhere across the globe each with their own unique way of supporting the team. They love their club and stand proud wearing their Club’s colours every match day, almost like a second skin. Tapping into this fan passion, Standard Chartered developed the Stand Red app and with the use of AR technology, were able to reveal game-specific animations on fan’s red Liverpool FC shirt – as fans watched their shirts ‘come alive’. Standard Chartered changed Shirt sponsorship into a media canvas fans craved to explore.

Background

Standard Chartered has been the Main Partner of Liverpool FC since 2010 and their relationship with the Club will extend to the end of the 2022-23 season, making it the second-longest sponsorship deal in Reds’ history. However, it’s more than that; it’s a shared connection based on values and heritage. This enables us to work together with Liverpool FC to create unique digital campaigns, money-can’t-buy experiences for our clients, our communities and supporters around the world.

Describe the creative idea

The Liverpool FC shirt is one of the most iconic football shirts in the world and the symbol of pride for not only a city but also a global fan base. Millions of Liverpool FC Fans around the world adorn their football shirts on game day. It’s a significant moment of pride. Standard Chartered Bank recognised this powerful moment and built a connection to millions of Liverpool FC fans, demonstrating that they are more than just another logo on their shirt. Using AR technology built into the Stand Red app, the Bank turned one of the most famous shirts in the world and Standard Chartered’s most visible asset into a rich canvas for immersive storytelling every match day during the football season.

Describe the strategy

Football Club sponsors are hardly the ‘talk of the town’ in the lead up to a match. However, Standard Chartered wanted to change that, and take advantage of the fact that their brand is front and centre of every fan’s shirt. Leveraging smart technology, Standard Chartered listened to Liverpool FC fans and wanted to have a say in the pre-match conversations among fans. They did this ‘translating’ these conversations into stories that ‘came alive’ when fans scanned their Liverpool Fc shirts. These matchday shirts stories kept Standard Chartered at the heart of matchday and gave them a role beyond words on a shirt.

Describe the execution

Every week during the Premier League season, Standard Chartered produced and uploaded animations into the Stand Red app Shirt Scan function. Each hyper-relevant animation captured the uniqueness of every match before kick-off. Speaking directly to fans, Standard Chartered uncovered unique match insights, interesting facts, historic moments, club rituals, fan banters and mascot rivalry – which then translated into rich stories for every match. Throughout the season we updated animations in real-time to include incredible goals and heart-racing moments, keep fans coming back for more.

Describe the outcome

123k Stand Red app downloads (and counting) - achieving 82% of a yearlong KPI in just 6 months Average of 1.8k shirt scans per match 20min average time by users on the Stand Red app, who actively sort out and viewed the animations of past LFC fixtures