Standard Chartered believe the beauty of technology is to create human connections. Liverpool fans crave nothing more than connecting closer to their beloved club. Standard Chartered, Liverpool FC main partner, used technology to bring a forgotten hero, Bob Paisley, to today’s fans, showcasing their innovation mindset.?

Project Stand Red earned attention through a series of films, solidified Paisley’s presence with his signature in all 19/20 football shirts, built a historic AR app and culminated with the Bank commissioning a Paisley statue at Anfield. The campaign bridged the gap between past and present to educate todays fans of the Banks technology.?

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 banking innovation. However, we had a platform that they were?very?interested in. Football.?

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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"?

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 once again walk the Anfield pitch telling unheard stories.?

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The virtual creation of Bob Paisley allowed us to engage our tech savvy audience in deep storytelling. Our episodic short films, including todays 1st team Players allowed timely conversations and the experiential website invited a deep dive into the innovation and technology used by the Bank. The historic recreation of Paisley stirred the media and gave multiple storylines for the bank to showcase their innovative mindset.

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.

The role out of Project Stand Red was carefully constructed to leverage the football calendar and launched with an emotional Paisley Family film, where we authentically showcased the virtual Bob Paisley to his family. The heart strings were tugged as we saw human connection and tears emerge from this tech project. The world then saw Bob Paisleys name stitched in their own LFC shirt, as we revealed content of today’s LFC players gifting virtual Paisley the shirt.

The second wave of PR showcased the ‘making of’ and ‘behind the scenes’ where we demonstrated the technology and innovative thinking the bank employed to create Paisley. The banks capabilities and values were delivered straight to the intrigued global fan base.

The third wave of deep storytelling gave modern fans a chance to step into the historic AR Boot Room. Finally, the bank commissioned a permanent statue to Paisley at Anfield.

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)?

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•??????Our episodic 8 films resulted in; 76.4 million total views, averaging 15.3million per film exceeding the KPI by an average of 146%?

Positive sentiment peaked at 93% on social media

•?????Globally we distributed 55 media kits to targeted journalists and disseminated the press release in Singapore, Malaysia, Indonesia, India and UAE.

•?????We generated 191 pieces of earned media coverage globally.

•?????Resulting in a PR value of US $285,133,341.71.?

•?????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.?