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Core disciplines: Advertising/Creative, Branded content, Integrated marketing

LFC Kit Launch film from ZAK agency on Vimeo.

 


CHALLENGE

The 2017/18 season marked the 125th Anniversary since the establishment of Liverpool Football Club. Our challenge was to channel the rich history of the club to engage fans, create excitement around the kit online and ultimately drive sales.

INSIGHT

There is something special that runs through the hearts and minds of everyone who wears the Liver Bird whether it be player, manager or fan.

It is this undiluted passion and belief that has inspired loyal service on the pitch and unwavering support in the stands that makes them all pure Liverpool.

 

 

SOLUTION

We created the campaign ‘Pure Liverpool FC’. The kit was launched digitally on New Balance Football and Liverpool FC digital channels. This included still imagery of key players in the locker room and walking out of the Anfield tunnel, as well as a video featuring multiple players using singular words describing what it means to be ‘Pure Liverpool FC’, before revealing the kit.

RESULTS

The launch day generated the most successful social media engagement for an LFC Home Kit Launch in the 5 year span of sponsoring the club.

Impressions from Twitter, Facebook and Instagram: 4,026,919

Views of Pure Liverpool FC Reveal video: 461,107

#PureLFC hashtag trended on Twitter in UK, Dublin, Malaysia and Singapore.

ZAK also created premium boxes which were seeded out to 30+ influencers to reveal the kit which generated significant reach.

5-day pre-order sale numbers were up 50% on 2016, and as of the end of
May 2017 it was the most successful kit launch for Liverpool FC in New Balance’s tenure as a sponsor.

 

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