With over 500 million fans worldwide, the 125th anniversary of Liverpool Football Club is a celebration that will be marked by many.
As principle club sponsor, Standard Chartered tasked global sports and entertainment marketing agency Octagon, with a brief to bring this milestone to life and bring the partnership closer to the bank’s core business.
‘The Power of Numbers’ created by Octagon’s APAC team led from Singapore and produced by Milkmoney (both part of Interpublic Group) launched today and you can check it out below:
Concepted as a season long series of short films and innovative digital content, the bank will take LFC fans on a journey to understand the meaning of iconic numbers throughout the club’s illustrious history. Featuring Reds Manager Jürgen Klopp, LFC legends, current first team players and passionate fans from around the globe.
Kicking off with ‘Number 8: The Captains’, this first film delves into the role of captaincy as Standard Chartered speaks to past and present captains Steven Gerrard and Jordan Henderson for their take on this pivotal role in the club. Jürgen Klopp together with LFC legends Sami Hyypiä and John Barnes also discuss how different styles of leadership has contributed to the club’s success.
Aykan Azar, Managing Director SEA/Japan, Octagon, said “Having set a high bar last season with Inside Anfield – SCB’s award winning virtual reality tour of the legendary stadium on game day – we knew we had to follow up with something even more emotionally engaging for fans. And at the same time ensure the bank was playing a relevant and complementary role.
“A keen understanding of – and appreciation for – the power of numbers is crucial for both football clubs and banks, so the concept was one we instantly knew would resonate with fans and customers alike”
Karen Fawcett, CEO, retail banking and group head of brand & marketing at Standard Chartered, commented, “Liverpool FC have had some phenomenal players and moments during their 125 year history that have contributed to them becoming one of the most successful English football clubs of all time. This special anniversary is a great opportunity for us to celebrate that success with them.
“With the launch of our Number 8 film, we want to highlight the power of leadership, showcasing how one person can make a positive impact on the people around them, and then go on to achieve success together as a team.”
Matt Taylor, managing director, Milkmoney, added “Having the opportunity to work on a content campaign that spans 12 months is exciting. Standard Chartered has been very forward thinking with their approach allowing us to create a content strategy that delivers an ongoing and engaging conversation with Liverpool fans throughout this iconic 125th season. We are creating multi-platform content that will be translated into many languages and shown around the world to connect with fans wherever they are.”