StanChart debuts Liverpool FC anniversary campaign

In line with Liverpool Football Club’s 125th anniversary, Standard Chartered Bank, launched a new campaign together with sports marketing agency Octagon. The bank is currently a principle club sponsor of the club.

Titled “The Power of Numbers”, the spot was produced by Milkmoney and celebrates the power of numbers through the stories and people of Liverpool FC (LFC). Through the campaign, Standard Chartered Bank aims to highlight the club’s milestone and also bring the partnership closer to the bank’s core business.

The campaign was also conceptualised to be a season-long series of short films and innovative digital content. It looks to help LFC fans understand the meaning of iconic numbers throughout the club’s illustrious history. Those featured in the campaign include Reds manager Jürgen Klopp, LFC legends, current first team players and passionate fans from around the globe.

The first film addresses the role of captaincy in Liverpool. Called “Number 8: The Captains”, the bank speaks to past and present captains Steven Gerrard and Jordan Henderson for their take on this pivotal role in the club. Klopp, together with LFC legends Sami Hyypiä and John Barnes also discuss how different styles of leadership has contributed to the club’s success.

“Liverpool FC has had some phenomenal players and moments during their 125 year history that have contributed to them becoming one of the most successful English football clubs of all time. This special anniversary is a great opportunity for us to celebrate that success with them,” Karen Fawcett, CEO, retail banking and group head of brand & marketing at Standard Chartered, said.

“A keen understanding of - and appreciation for - the power of numbers is crucial for both football clubs and banks, so the concept was one we instantly knew would resonate with fans and customers alike,” Aykan Azar, managing director SEA/Japan, Octagon, said.