Standard Chartered Bank (SCB) has launched a global brand campaign in commemoration of its 10-year partnership with Liverpool Football Club (LFC). The campaign is led by a film titled "A Liverpool Story: Standard Chartered and Liverpool Football Club", which was created and produced by its global creative agency TBWA\Singapore.
The film, which was uploaded yesterday on SCB's social media platforms (Facebook, YouTube, Instagram, and Twitter), features a young girl who followed LFC on its games, victories, and defeats while growing up. She watches the game everywhere she goes, even as she is in school or eating breakfast. It also features fans of LFC cheering and celebrating the football club's wins. The film ends with the tag line "Proud to stand red for 10 years", making a reference to its #StandRed movement.
The film has garnered 7,582 views on its YouTube channel, as well as 2.3k reactions, 143 comments, and 2.2k shares on Facebook at the time of writing. Marketing has reached out to SCB for additional information.
The soundtrack used in the film is a rendition of "You'll Never Walk Alone", which is both LFC's anthem and official motto. According to a press release, the song will be released on Spotify, with proceeds from streaming going to Standard Chartered’s charity "Futuremakers".
Emma Sheller, global head of brand and marketing of Standard Chartered Bank, said the film marks an important milestone in its journey as it stood by LFC through thick and thin, which reflects on its brand promise of being "Here for good".
Melissa Hill, global brand director of TBWA\Singapore, said the campaign demonstrates the agency's ability to "deliver world-class creativity" to its clients. "We wanted to tell the story of [SCB's] unwavering support and commitment in an authentic way - through the eyes of one of their loyal fans," Andy Grant, executive creative director, TBWA\Singapore added.
Just last week, Liverpool recorded a jump in media revenue by about US$52.8 million to US$336 million, according to figures released by the football club during the financial year to 31 May 2019. Its commercial revenue also rose by approximately US$43.8 million to US$242 million. Meanwhile, its match revenue increased by about US$4.5 million to US$108 million. According to Liverpool, the increase in turnover was a result of a new UEFA Champions League broadcasting deal which commenced in this period, a second-placed finish in the Premier League, and higher partnership and merchandising value.
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