Background

Standard Chartered have been Main Partner of Liverpool FC since 2010 - a shared connection based on values and heritage. This enables us to work with Liverpool FC to create unique experiences for our bank clients, our communities and supporters around the world; bringing them closer to the Club they love. Innovative use of technology is a point of differentiation in banking (an increasingly homogenous and commoditised industry) and a key tenant to Standard Chartered’s global marketing. Our brief was to develop a digital idea to showcase Standard Charters global leadership in technology and innovation. But few people are interested in hearing about fintech and banking innovation. However, we had a platform that they were very interested in. Football.

Describe the strategy

Innovative use of technology is a point of differentiation in banking (an increasingly homogenous and commoditised industry) and a key tenant to Standard Chartered’s global marketing program. But few people are interested in hearing about banking innovation. However, we had a platform that they were very interested in. Liverpool Football Club. With over 850 million LFC fans globally, many in the Bank’s key retail target markets; Hong Kong, Singapore, Korea, Kenya and UAE regions, we would use the context of a football club and its rich history to demonstrate the bank’s commitment to human connections via innovative technology. To educate the next generation of fans, Standard Chartered shared stories from the past through the lens of today's team in a variety of integrated digital channels each designed for maximum engagement. We demonstrated the Bank’s commitment to digital storytelling and rich engagement in new and innovative ways.

Describe the execution

Project Stand Red preserved the tremendous legacy of Bob Paisley, the humble genius, and brought him to 2019 for a whole new generation of Reds fans around the world. Using cutting-edge technology, AI voice modelling, CGI programming, and hundreds of hours of research Standard Chartered worked closely with Bob Paisley’s three surviving children to respectfully recreate Paisley's character and allow him to once again walk the Anfield pitch telling unheard stories.

List the results

Against our primary objective, we saw 76% of LFC fans exposed to the partnership believing the innovative bank is ‘for them’. In the same period Consideration by those aware of the partnership rose to 54% (compared to 41% by those unaware) And perception that the bank provided ‘innovative (new) and relevant products and services’ grew to 38% (compared to 22% of unaware) • Our episodic 8 films resulted in; 76.4 million total views, averaging 15.3million per film exceeding the KPI by an average of 146% • 1.7 million completed views (2.21% of total views) 1.3 million social engagements • Second highest viewed film ‘Making Of’ sharing the Banks innovation mindset with over 15 million views and over 330k engagements. • 191 pieces of earned media coverage globally. PR value USD$285 million. And the cherry on top…. The Paisley family’s