This Means More

New Balance Football

Fully integrated global product launch.

LFC 18 -19 Home Kit Reveal
Play
https://www.youtube.com/watch?v=I68Ko7TN6Fs
LFC Home Kit Fan Content
Play
https://youtu.be/6a4hJ-6Gqxk
Key Art
Social

Challenge

Other sports brands create cookie-cutter campaigns that work across their entire club portfolio. But we take a different approach. The partnership with Liverpool FC is integral to driving New Balance Football’s growth and helping the brand achieve its vision. So this year we collaborated closely with NB and their partner LFC to create a campaign that integrated seamlessly with the club’s existing ‘This Means More’ platform in order to meet both the brand’s objectives of engaging deeply with the club’s global fan base and driving sales of the new kits.

Insight

For fans all over the world, Liverpool FC is more than just a football club.

Solution

More than a club, the heart and soul of the city.
More than just fans, a family – there through
thick and thin.
Anfield. More than a stadium. Home.
When you pull on the shirt this means more; it always has, always will.

“This Means More” provided the perfect platform to communicate how all LFC fans around the world feel about the club and what it means to pull on the LFC shirt.

To mark the campaign release, we created a kit reveal film dramatising how every corner of the world is tuned in to Anfield when Liverpool FC are playing. A second documentary-style film tells the story of five LFC super-fans travelling from different parts of the world including China and the US to Anfield to watch the team play. In the film, the fans express why LFC means more to them before meeting members of the 1st team squad and receiving the new home kit.

The campaign was also underpinned by additional social content of the players in and around Anfield shot an authentic and relatable way that would resonate with the club’s fanbase.

Results

Full results will follow but initial campaign tracking from the day of the launch showed that within 4 hours, the reveal shot had eclipsed the engagement figures for the 17-18 campaign to become the brand’s most liked image on Instagram. The #ThisMeansMore was trending in the UK, South Africa, Ireland, Singapore and Malaysia.