11/05/2017

Multi-Platform ‘Pure Liverpool’ 4 Fans Campaign Launches New Balance’s Liverpool Kit

As the 2016/17 approaches its climax, Liverpool FC and kit supplier New Balance are rolling out a campaign called ‘Pure Liverpool’ promoting its new special 125th anniversary kit.

 

The new home kit was unveiled on 27 April with a special film focusing on four loyal Liverpool fans who embody what it is to be ‘Pure Liverpool FC’.

 

In the core video each supporter tells their own unique story and discusses just what the club means to them, before being surprised with a visit from players past and present who gift each fan the new 2017/18 jersey (ahead of its 19 May release date).

 

 

The campaign was created in collaboration with club, sportswear supplier and its global agency ZAK,

 

The central spot is supporting by four individual online films: one for each fan going into more detail about their backgrounds and love for Liverpool.

 

One features club captain Jordan Henderson surprising lifelong fan Andrew,

 

 

another sees Philippe Coutinho meet seven-year-old Max,

 

 

the third sees club legend Ian St John meet 94-year-old supporter Charlie,

 

 

and a fourth strand features Gini Wijnaldum heading to a pub to surprise a fan called Robbie Fowler.

 

Additional campaign video content sees the players model the new kit in a behind-the-scenes video of the traditional, de rigour launch event.

 

 

The videos all also aim to drive viewers to the club’s online purchasing platform at http://liverpoolfc.com/store

 

Alongside the films and the official kit launch event (which occurred around a week after the first video was seeded), the new kit campaign continues across both the digital and social platforms of both club and sportswear partner.

 

 

 

with assets ranging from executions that showcase design details,

 

 

 

 

to a brief image-led history of the club’s shirt evolution,

 

 

as well as more direct sales executions that aim to drive fans directly to the online sales platforms with various offers and incentives.

 

 

 

 

 

 

 

“This kit is a testament to the periods and events that have made Liverpool FC the club it is today,” said Richard Wright, general manager of New Balance football.

 

“This year’s home kit is the perfect blend of heritage and modern technology, creating a look that is visually stunning and performs at the highest level.”

 

As for the new home kit itself, this iteration pays homage to the club’s 125th anniversary and it includes a commemorative crest and the famous liverbird emblem flanked with ‘1892’ and ‘2017’ embroidered onto the breast of the shirt.

 

It also commemorates the tragic events of Hillsborough by including the 96 emblem encased by the eternal flames at the nape of the neck.

 

“Our 125th Anniversary is a great moment for us all to celebrate our heritage and this kit really reflects that, especially as it features the anniversary crest – we’ll wear it with pride,” comment6ed captain Henderson.

 

According to New Balance, the design team were inspired by previous kits: including the famous ‘Rome’ 1984 home shirt.

 

Another notable element in the new kit launch is that Liverpool will offer supporters in China a low-cost £23 version of the new 125-year commemorative kit.

 

This cut-price (indeed, it is almost a 50% reduction compared to the standard UK price) offer aims to help combat counterfeit kit sales in the country. Liverpool, like all Premiership clubs are trying to boost revenues in China and the plethora of counterfeits (which can cost as little as just £4) seriously damage potential profitability.

 

But the £23 shirt will not be manufactured by New Balance.

 

Activative Comment:

 

If the YouTube metrics are anything to go by then this launch campaign has racked up some solid engagement statistics.

 

The central ‘Pure Liverpool’ spot has notched up 355,104 views, while ‘Max/Coutinho’ has 122,490, ‘Andrew/Henderson’ 52,513 views.

 

Although the numbers aren’t quite as high as the lighter tone, more general engagement pieces rolled out by the club in recent years such as our favourite Henderson-fronted Liverpool video from back in 2015 which has generated around 2 million YouTube views.

 

 

Overall, from a creative perspective, it seems to be a considerably deeper and broader launch campaign than last year’s in-stadium kit unveil.

 



 

Links:

 

Liverpool FC

http://liverpoolfc.com/store
http://www.liverpoolfc.com

https://www.youtube.com/user/LiverpoolFC

https://twitter.com/LFC

https://www.facebook.com/LiverpoolFC

 

New Balance

http://www.newbalance.co.uk/

https://www.facebook.com/NewBalanceUK/

https://www.youtube.com/user/NewBalanceUK

https://www.instagram.com/newbalanceuk/

 

ZAK

http://www.zakagency.com/

 



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