Agency: Octagon / Milkmoney, London

Roles: Executive Producer

Project Type: Content Campaign

Case Study:

The 2017/18 season saw Liverpool Football Club celebrate their 125th anniversary. Working with their shirt sponsor Standard Chartered Bank, we came up with the storytelling platform of ‘The Power Of Numbers.’ 

In cultures across Asia, numbers hold significant meaning and Standard Chartered Bank understands that every number is as important as the story of opportunity behind it.

Liverpool FC has a huge global reach through a family of 600m fans, the majority of which will never make it to Anfield. Standard Chartered Bank wanted to create content that would make fans feel closer to the Club, in order to drive affinity through their social channels with creative storytelling leveraging their strong relationship with the Club and unique access to assets.

We developed a content strategy for the year that saw us launching a storyline and accompanying asset package roughly every 3 weeks during the season. All designed strategically to leverage key moments in the season and deliver contextual content.

It was a huge production working with Jurgen Klopp and the current squad, as well as legends and fans across the globe. The production involved over 15 shoots not just in Liverpool, but across the globe. Most shoots covered content for multiple episodes, so it was a huge logistical operation.

The series used multiple storytelling techniques including short form documentary, innovative technologies like Binaural Audio and even a printed children’s storybook. We gave insights behind some of the greatest moments in club history, unlocked fan stories from across the globe, supported charitable causes and told a fairytale to inspire the next generation.

The series achieved over 70m views and 280m impressions across social channels. 240 bespoke pieces of content were delivered across 6 languages. It was used in over 40 markets and had an engagement rate of 1.95%- triple the industry average, making it the most effective sponsorship campaign in Standard Chartered Bank’s history.