The Stand Red Project : Case Study
Project Stand Red is a campaign created by Standard Chartered Bank in partnership with Liverpool Football Club.
The Context
Standard Chartered have been the Main Partner of Liverpool FC for 10 years and it's a partnership built on a shared connection of values and heritage.
Standard Chartered have been the Main Partner of Liverpool FC for 10 years and it's a partnership built on a shared connection of values and heritage.
This enables Standard Chartered to work together with the Liverpool FC to create unique, money-can’t-buy experiences for their clients, communities and supporters around the world bringing them closer to the Club they love using innovative technology.
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.
The beauty of technology is in its ability to create human connections. Liverpool fans crave nothing more than to connect closer to their beloved club and the people who make it great. Standard Chartered, Liverpool Football Clubs' main partner, used technology to bring a forgotten hero to today’s fans, showcasing their innovation mindset.
Bob Paisley 100th Birthday Shirt
Having served the club for 44 years, to say Bob Paisley’s nine seasons at Liverpool were a success would be a gross understatement. Bob Paisley; The most successful manager in LFC’s history, and arguably in English football.
Bob was bestowed with many titles…
20 trophies in 9 seasons
6 League Titles
3 European Cups
6 time Manager of the Year
An OBE
He is no doubt an iconic figure in the history of Liverpool Football Club.
The Challenge
The beauty of technology is in its ability to create human connections. Liverpool Football Club fans crave nothing more than to connect more closely to their beloved club and the people who make it great.
The beauty of technology is in its ability to create human connections. Liverpool Football Club fans crave nothing more than to connect more closely to their beloved club and the people who make it great.
Standard Chartered wished to position their brand as being a leader in financial technology, so we used the partnership with Liverpool FC to bring a forgotten hero to today’s fans, showcasing the bank’s innovation mindset via human connection.
Project Stand Red preserved the tremendous legacy of Bob Paisley, the humble genius and late first team manager, and brought him to 2019.
The Solution
Standard Chartered united the past and present to inspire and educate the next generation of Liverpool FC fans by showcasing LFC’s most successful manager, Bob Paisley, in what would have been his 100th Birthday year (2019/20 Season).
Using AI technology, voice modelling, CGI and working closely with Bob Paisley’s three surviving children we respectfully recreated Bob’s character and brought him back to Anfield for a whole new generation of Reds fans.
Project Stand Red allowed Bob Paisley to walk once again on the Anfield pitch and tell unheard stories. Bob spoke with today's first team players and even passed the managerial baton to current LFC Manager, Jürgen Klopp, in a rousing rallying cry inspiring fans to ‘Stand Red’ for the 19/20 season. Which they went on to win for the first time in 3 decades!
Project Stand Red is a campaign that built human connections, inspired the next generation of football fans and demonstrated the Bank’s commitment to bringing fans in all corners of the globe closer to the Club they love - using the same type of innovative technology that made the brand a fintech leader.
Standard Chartered Bank innovative mindset
Bob Paisley x Jurgen Klopp #StandRed
The Integrated Campaign Content
Standard Chartered worked closely with Bob Paisley’s three children to create 8 episodic short films, a making-of technology exploration website and an AR boot room app that earnt plenty of media attention.
• The episodic short films allowed relevant and powerful conversations with fans.
• The experiential website invited a deep dive into the technology and innovation behind Project Stand Red.
• The AR Boot room gave fans a virtual experience at home. Our app allowed you to step inside the famed space and discover thousands of LFC Easter eggs.
We started Project Stand Red to preserve Bob Paisley's legacy online and educate fans of today – but as the project evolved, we were able to ensure Bob’s presence will be felt for a lifetime; with a permanent statue erected at Anfield in Feb 2020.
Standard Chartered worked closely with Bob Paisley’s three children to create 8 episodic short films, a making-of technology exploration website and an AR boot room app that earnt plenty of media attention.
• The episodic short films allowed relevant and powerful conversations with fans.
• The experiential website invited a deep dive into the technology and innovation behind Project Stand Red.
• The AR Boot room gave fans a virtual experience at home. Our app allowed you to step inside the famed space and discover thousands of LFC Easter eggs.
We started Project Stand Red to preserve Bob Paisley's legacy online and educate fans of today – but as the project evolved, we were able to ensure Bob’s presence will be felt for a lifetime; with a permanent statue erected at Anfield in Feb 2020.
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 5 films and 3 supporting pieces of content resulted in;
• 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 5 films and 3 supporting pieces of content 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 commentary and engagement online
• 95% positive sentiment amongst those who engaged with the campaign
• 191 pieces of earned media coverage globally across digital, print, broadcast & radio. PR value equated to USD$285 million.
• Highest viewed & engaged film was Film 3 of 5, Bob Paisley x Jürgen Klopp Stand Red achieving over 20 million views and almost 500k engagements.
• Second highest viewed film ‘Making Of’ sharing the Banks innovation mindset with over 15 million views and over 330k engagements
• During the campaign period #StandRed outperformed all other fan hashtags including #YNWA #LFC and #ThisMeansMore the Club’s own brand campaigns – a rare feat for a sponsor lead campaign!
• 1.7 million completed views (2.21% of total views)
• 1.3 million social commentary and engagement online
• 95% positive sentiment amongst those who engaged with the campaign
• 191 pieces of earned media coverage globally across digital, print, broadcast & radio. PR value equated to USD$285 million.
• Highest viewed & engaged film was Film 3 of 5, Bob Paisley x Jürgen Klopp Stand Red achieving over 20 million views and almost 500k engagements.
• Second highest viewed film ‘Making Of’ sharing the Banks innovation mindset with over 15 million views and over 330k engagements
• During the campaign period #StandRed outperformed all other fan hashtags including #YNWA #LFC and #ThisMeansMore the Club’s own brand campaigns – a rare feat for a sponsor lead campaign!
And the cherry on top…. The Paisley family’s next generation were able to meet their Great Grandfather for the very first time.
The Stand Red Project website: https://www.standred.com
Having served the club for 44 years, to say Bob Paisley’s nine seasons at Liverpool were a success would be a gross understatement. Bob Paisley; The most successful manager in LFC’s history, and arguably in English football.
Bob was bestowed with many titles…
20 trophies in 9 seasons
6 League Titles
3 European Cups
6 time Manager of the Year
An OBE
He is no doubt an iconic figure in the history of Liverpool Football Club.
The infamous Boot Room was synonymous with the Golden Era of Liverpool Football Club in the 70’s and 80’s and with Bob being one of the “Boot Room boys”, we are continuing the Project Stand Red campaign by bringing the Boot Room to 2019!
For the past two seasons Standard Chartered has had in market a Stand Red app. Available for free, our fan led app serves to bring match day rituals to fans primarily outside of the UK who may never get to experience Anfield in real-life.
As part of this app, we have added new functionality that serves to re-create the Boot Room through Augmented Reality. It's Pokemon Go for Liverpool football fans!
Project Stand Red summarised in an award board
