Sonos, the audio partner of Premier League giants Liverpool FC, launched a campaign called ‘Feel More on Match Day’ to highlight the importance of sound in generating matchday atmosphere.
Launched on 5 April, the activation focuses on traditional matchday sounds in and around the club’s Anfield stadium: a ground famous around the world for its passionate and vocal home support.
The campaign, which was in created in collaboration with the creative and production teams at Ways & Means and The Rig Out, aired globally across broadcast, digital and social channels.
The activation was spearheaded by a hero film celebrating the pre-match sounds in what is one of Europe’s loudest sports stadiums. The spot, which stars Liverpool’s Brazilian goalkeeper Alisson Becker and Senegalese attacker Sadio Mane, features common Anfield sounds – such as the noise of fans, the referee’s whistle and the impact of boots on balls – before the camera pans back into living rooms to showcase that the effect and power of a high-quality sound system and how the right equipment can make fans watching from home feel like they are actually at the game.
‘Feel More On Match Day’ dropped across the brand’s channels from 5 April and encourages viewers to ‘discover the ease and joy of listening on Sonos from LFC players and fans’.
A further strand of the activation saw Sonos Radio debut a new station strand called ‘Anfield Pre-Match Anthems’ which features Liverpool icon John Barnes and a variety of musical genres (ranging from dance to hip-hop and R&B).
Plus, the brand launched an Instagram-led fan contest enabling fans to have a chance to win a Sonos sound system for their own local grassroots clubs.
“LFC fans are some of the loudest in the world. We wanted to bring the hair-raising excitement you hear at Anfield stadium, so that no matter where you’re watching the match, it feels as though you’re actually there,” commented Sonos VP Of Marketing Pete Pedersen.
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