Why is this work relevant for Entertainment?

Liverpool FC has arguably the most passionate fanbase in the world. Their fans are spread far and wide across the globe each with their own unique way of supporting the team. With most sponsorships, the conversation with brands is a one-way street. Brands make statements and fans reluctantly listen. So how did Standard Chartered ensure fans were paying attention to the support the Bank gave to Liverpool Football Club? Throughout the season, the Bank listened to the voices of fans letting them write the creative…

Background

Standard Chartered have 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. But 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

Knowing millions of Liverpool FC fans would not make it to the UEFA Champions League Final in Madrid, Standard Chartered captured fan tweets and social messages of support using #StandRed and created multiple displays of fan passion around the city, making Madrid feel like Anfield; aka home. We bought prominent and even created media spaces – from outdoor billboards to local pie shops, telephone boxes, the team bus, home windows and more – that would capture fans and players hearts. Ultimately, taking the digital fan messages of support from around the world and physically delivered across Madrid. The campaign culminated after the final, when Liverpool FC were crowned Champions of Europe. We turned on our custom Tweet Victory printer, ensuring global fans’ voices were heard at this iconic time. We printed fan tweets on Red Ticker Tape Paper, releasing them in Liverpool -surrounding the fans and the team in celebration.

Describe the strategy

#StandRed is the pillar of our campaign and has been Standard Chartered’s rallying cry throughout the 18/19 Season. It has strengthened the bond between the team, the Bank and football fans. This is the first full Season where Standard Chartered has given fans around the world the opportunity to voice their love and support through the #StandRed campaign. To celebrate the Club’s success on the pitch, the Bank shared their #StandRed messages in Madrid and Liverpool to make the Club feel at home.

Describe the execution

Standard Chartered’s #StandRed ad placements full of fan messages of support from all over the world took over Madrid Airport’s arrival terminal, took over a large city centre LED display and wrapped a roving bus. Upon the final whistle. The daily release of content, ensured fans saw their #StandRed tweets around the city of Liverpool and Madrid. Upon the final whistle the custom Tweet Victory printer sprang into action and printed fan tweets on Red Ticker Tape Paper ready to be released in Liverpool - surrounding the fans and the team in celebration of their 6th Champions League title.

Describe the outcome

Over a 10 day period, the Bank released 14 social content pieces in the lead up to the Champions League Final on 1 June 2019, and immediately following the Final when Liverpool FC was crowned the new Champions of Europe. Each piece posted and promoted across SC Group social media channels – Twitter, Facebook, Instagram –targeting audiences in 23 markets resulting in: • 47million reach • 16.8million views • 15.71million engagements (33% engagement rate) • 300% increase in the #StandRed usage (600% for the full Season) • 99% positive sentiment in fan posts, where numerous were directed to Standard Chartered as a partner of the Club. For example: o “The best bank ever. Proud to be a part of this family. You will never walk alone” o “Thanks for your support. We are Champions of Europe”