Standard Chartered Bank's biggest markets are in Asia. Its biggest sponsorship is a football club in the cold, dark north west of England. When 99% of your audience will never visit the home of your biggest sponsorship investment you have a problem.
Or do you? The use of innovative new technology in immersive storytelling allowed us to not just overcome this barrier, but to use the remoteness of our fans from their beloved club's home as our strength.
Welcome to INSIDE ANFIELD.
For the first time, we used immersive 360 degree Virtual Reality technology to allow millions of fans across the region step INSIDE ANFIELD. We engaged club legends Robbie Fowler and John Banes as our talent and VR guides and we gained access to the areas the public are NEVER allowed.
This footage, mixed with personal player anecdotes, a live locker room before a big game [with the actual players as they prepare] and a moving pep talk from super coach Jurgen Klopp got fans hearts racing. And climaxing with our fan standing on the field just before the whistle is blown – as 44,742 Reds fans break into the chorus of ‘You’ll Never Walk Alone”. Immersive, spine-tingling storytelling at its best.
Inside Anfield has toured 63 events in 11 countries, across multiple languages delivering an immersive experience to thousands of fans and has more to go.
With unprecedented access to Anfield, Standard Chartered brought their powerful sponsorship to life, by bringing Anfield to Asia - and the tour across the region continues. In two months, Inside Anfield has toured across 11 countries across Asia, engaging 10,000 of fans and generated over 4,500 new credit card applications for Standard Chartered. In Korea, events featuring the campaign developed 60% more new-to-bank customers than similar events without the VR activation. The LFC World event in Singapore generated 1,800 applications alone – a record number of signups for a roadshow in the Bank’s history
BT Sports 2017. Best International Campaign. Standard Chartered.
Mumbrella. Most engaging Virtual Reality. Standard Chartered.
The Marketing Awards 2016. Best Experiential. Standard Chartered.