Spikes Asia

The Stand Red App: Downloading our app became a badge of honour

OCTAGON, Singapore / STANDARD CHARTERED / 2019

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Overview

Background

Standard Chartered has been the Main Partner of Liverpool FC since 2010 and their relationship with the Club will extend to the end of the 2022-23 season, making it the second-longest sponsorship deal in Reds’ history. However, it’s more than that; it’s a shared connection based on values and heritage. This enables us to work together with Liverpool FC to create unique digital campaigns, money-can’t-buy experiences for our clients, our communities and supporters around the world.

Idea

Stand Red is Standard Chartered’s call to unite football fans around the world to support Liverpool FC, one of the most loved clubs.

When Liverpool FC are fighting for their fate on the football pitch, millions of fans across Asia and Africa, fight the night hours to support them.

Realising that Liverpool FC does not have a global fan-facing app, Standard Chartered saw their role as an innovative bank and partner of Liverpool FC, to develop one – paving a trusted way to unite millions of global fans through their love of the game and build a community using smart tech.

Through the new Stand Red app, Standard Chartered continues its long-running commitment to bring the Anfield experience a little closer to home, wherever they may be.

Strategy

Stand Red is a vividly emotional journey about dedication and fierce team loyalty. It is passionate and instinctive. The Stand Red app tapped into pre-match fan rituals relevant to their time zone and played on football habits. The app engaged fans supporting their emotional journey each match week of the Premier League season.

This put Standard Chartered in the pocket of hundreds of thousands of fans weekly across the globe. Standard Chartered tapped into fandom so downloading the Stand Red app, became a badge of honour.

Execution

Leveraging smart technology, the Stand Red app gave Liverpool FC fans access to special, never-before-seen content every Premier League matchday.

The app allowed fans to:

- Set an alarm to get a call up by Liverpool FC first team players, the Manager or a club Legend before every Premier League match this season. Fans were surprised by who turned up on the line each week

- Scan their red Liverpool FC shirt every Premier League matchday to see it come to life with animated content highlighting Club facts, stories or fan insights related to the game through Augmented Reality (AR) technology

- Digitally touch the iconic ‘This is Anfield’ sign before or during each match to show their support for the team and join thousands globally as they #StandRed together each Premier League matchday

The free app was available on both the Apple and Google Play stores.

Outcome

Standard Chartered earnt a space in the pocket of *84 million fans who witnessed our content across the season, resulting in:

- 123,000 Stand Red app downloads (and counting) - achieving 82% of a yearlong KPI in just 6 months

- 20min average time by users on the Stand Red app

- 300k StandRed.com website sessions this season. A 61% increase from last season’s digital campaign.

- *84m fans viewed the digital campaign’s content across the 2018/19 Premier League season

- 26 of the Bank’s local Markets leveraged the Stand Red Campaign content either within their social channels or through retail promotions. Exceeding our KPI of 24.

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