Cannes Lions

Project Stand Red: Bob Paisely

OCTAGON, Singapore / STANDARD CHARTERED / 2020

Awards:

1 Shortlisted Cannes Lions
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Overview

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Credits

Overview

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 together 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 an 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.?

OBJECTIVES:?

1.?? Drive the Banks brand awareness through LFC?

2.?? Showcase the Bank's technology to connect with fans in key markets?

3.?? Build fan's belief that the Bank "is for?them"?

Idea

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 again walk the Anfield pitch telling unheard stories.?

?

The episodic short films allowed relevant and powerful conversations with the global fan base. An experiential website invited a deep dive into the innovation behind Project Stand Red. Our historic AR ‘Boot Room’ gave fans an experience to discover more LFC secrets thanks to Standard Chartered.?

We started Project Stand Red to educate the fans of today – but we were able to ensure Bob Paisleys presence will be felt for a lifetime with a permanent statue erected at

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. But few people are interested in hearing about banking.?However, we had a platform that they were?interested in, Liverpool FC.?

With 850+ million fans globally in the Bank’s key target markets; Asia, Africa and UAE, we used the context of a football club and its rich history to demonstrate the bank’s commitment to human connections via innovative technology.?

Stand Red are the words of support that can be seen in the ‘Stand’ard Charte’Red’ logo – worn proudly on every LFC shirt.

Project Stand Red allowed us to create stories with today’s LFC players, Jurgen Klopp the manager, football heroes and tech wizards of today. The range of content shared allowed the bank to interact with different consumers in a variety of integrated channels.

Execution

The Bank worked closely with the Paisley family and Liverpool Football Club to create a truly integrated campaign.?

Bob?Paisleys signature was stitched into all 19/20 Liverpool shirts driving awareness of the campaign and its link to the Bank. August 2019.?

The episodic short films allowed relevant and powerful conversations with fans.?

Global launch SC & LFC digital channels Nov 2019 - Feb 2020?

The experiential website invited a deep dive into the Banks innovation behind Project Stand Red. Nov 2019.?

The AR Boot room gave fans an experience allowing you to step inside the iconic space and discover thousands of LFC Secrets. Feb 2020.?

We started Project Stand Red to 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 Bob Paisley statue erected at Anfield. March 2020.?

Outcome

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%?

•??????191 pieces of earned media coverage globally. PR value USD$285 million.?

•??????The Bob Paisley statue will be a permanent feature at Anfield gaining a lot of exposure and good will from Liverpool fans over the years.?191k?estimated game day statue footfall.?

And the cherry on top…. The Paisley?family’s next generation were able to meet their Great Grandfather for the first time.?

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