Faaez Samadi
May 8, 2018

Standard Chartered celebrates ‘King’ Kenny Dalglish in Liverpool FC campaign

Children’s e-book regales history of club legend for Liverpool’s 125th birthday.

Posters, sticker albums, and now YouTube montages. These are the mediums that spring to mind when it comes to celebrating sporting heroes.

As such, Standard Chartered’s latest campaign for global sporting super brand Liverpool FC’s 125th birthday—the bank is the club’s main sponsor—has a certain appeal for going against the grain.

It is well known that young people are the ones who actively, some might say fervently, celebrate their sports heroes. So to produce a children’s e-book to commemorate one of Liverpool FC’s greatest ever players is both a sweet tribute and a canny piece of marketing.

‘Number 7 – King Kenny’ can be accessed for free, either as a pdf or online both visually and in audio format, and tells the story of Dalglish from humble beginnings to 1970s football genius and finally bona fide legend.

A limited number of hard copies are available to those who participate in Standard Chartered and LFC promotions throughout the year, expertly ticking both the 'continued engagement' and 'offer something exclusive' marketing boxes. 

That the campaign was produced in Asia-Pacific, by IPG’s sports marketing unit Octagon in Singapore, speaks to the huge following Liverpool FC have in these parts, which Standard Chartered has sensibly capitalised on.

The e-book is available in six languages: English, traditional and simplified Chinese, Bahasa Melayu, Bahasa Indonesia, Vietnamese and Korean. A short film, produced by IPG’s Milkmoney, promotes the campaign. Wistful and rather pat, it nonetheless gets across the concept of the e-book and King Kenny’s exalted status that to this day, young Liverpool FC fans genuinely still know about.

It’s also a clever theme for Standard Chartered to highlight, that of legacy. As Emma Sheller, global head of brand and marketing, states: “Kenny Dalglish is a man who has inspired LFC and its fans across generations. It’s the type of legacy Standard Chartered wants to support our clients to leave behind for their own generations to come.”

This campaign is part of the bank’s season-long LFC content series ‘The Power of Numbers’, which includes other players and highlights meaningful numbers in the club’s history.

As LFC’s main sponsor, Standard Chartered has a wealth of inspiring and engaging stories to choose from, of which this is an innovative example.

Source:
Campaign Asia

Related Articles

Just Published

45 minutes ago

Vaseline wins Cannes Lions Health and Wellness ...

The campaign aimed to test the hacks in the Vaseline labs and “verify” the ones that actually work.

2 hours ago

Viagra takes home the Pharma Grand Prix at 2025 ...

The winning work from Ogilvy Shanghai answered the question of how to promote Viagra in a country where pharma ads are banned and intimacy is considered a taboo subject.

20 hours ago

Cannes Lions 2025: APAC winners

Asia-Pacific wins 22 Lions in Pharma, Health & Wellness, Audio & Radio, Print & Publishing and Outdoor.

22 hours ago

Omnicom Group plans full buyout of Clemenger Group

Omnicom is set to fully acquire Clemenger Group and launch a new Oceania management structure, with ex-executive Nick Garrett tipped to lead.