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What Should We Call Us Ashlyn St. Ours Elissa Dailey Jason Kaplan


OVERVIEW

LIFESPAN

Our campaign attracts men and women to the culture of Liverpool football by inviting them to “Join the club.” Liverpool FC is a lifestyle brand.

July 1, 2012 —August 31, 2012, in order to accommodate the team’s pre-season tour in the United States.

who value the experience over the material. Its tone—conversational and approachable— welcomes all types to the brand with open arms. These tactics spark conversations, force experiences and introduce newcomers to the LFC way of life.

OBJECTIVES Our objectives are to establish awareness of the LFC brand, build loyalty within the brand and increase merchandise sales. To achieve this, we won’t ignore Liverpool FC’s history. Rather, we will introduce Liverpool FC to the Unites States as an established brand. This will give LFC credibility and make it more approachable.

KEY CITIES

Boston, MA & Baltimore, MD

CALL TO ACTION Our call to action is clear. Join the club. Our strategy enforces this idea to the audience through the creative materials— providing a place to explore, experience and enjoy the brand alongside others who value community, teamwork, and self-expression. The “club” is an integral part of the campaign.

TARGET Men & Women, 18-35. They are worldly, openminded and use experience—not material possessions—to enrich their lives.

KEY MESSAGE We reach our audience through a combination of social media strategies and guerilla tactics. Our objective is to enrich the day to day of our target with the culture of Liverpool football. Newcomers must always feel welcome, which is why we provide platforms for conversation and experiences worth talking about. Though they are independent thinkers, Liverpool fans will never walk alone. Therefore, our key message is to stay true to you, and to join the club of those who do the same.

SUCCESS Success will be determined through social media measurables, such as “likes”, “impressions” and activity on pages, and changes in merchandise sales.

Team: What Should We Call Us


Using SpringPad we hope to create a hub for all things Liverpool FC. The application allows for users to engage and interact with one another, to tag certain posts so as to separate them from the rest, and to follow and add to notebooks of interest. We believe that using SpringPad to generate a collaborative community will not only enhance the impact of Liverpool FC on the United States before the grand arrival, but will also allow for a continuining brand homebase and a place where fans can meet, greet, and share what inspires them.

LOCATION

SpringPad, online and smart phone applications

OBJECTIVE

To create a place where fans can engage with one another and the Liverpool FC brand. To create an outlet of inspiration, fascination- and let’s be honest here, procrastination. Team: What Should We Call Us


“Tea and crumpets, please,” said the stereotypical Brit. “Tea from LFC, please,” said the hardcore Liverpool fan. Introducing Sweet Victory, the LFC tea that will cure any sweet tooth. Not only does LFC want you to “join the club,” but also does it want to quench your thirst. So grow a pair, take a swig, and become a little more hardcore, ya bloke!

LOCATION

Sweet

ICED T

Convenience stores and game stadium concession stands

OBJECTIVE

To satisfy an everyday need with an LFC product. Integratation of the brand into the daily routine of the target.

Team: What Should We Call Us


You and your mate get into a scruff about the man of the match. As cordial gentlemen, you know better than to roughhouse in public. Therefore, you look for another way to settle the tension. Alas! The LFC foosball table appears in the distance like a VW Bug at a monster truck rally. You notice the crisp LFC players and their contrast to the opposing motley crew. As you play, you become immersed in the roar of the crowd. You engage with the brand in a non-invasive way and build your loyalties to the men in red.

LOCATION

Foosball tables in bars

OBJECTIVE

To categorize Liverpool FC as a welcoming, fun, and engaging brand. To create awareness of the club’s arrival in the United States.

EXTENSIONS

We could build a life-sized foosball table, and have people sign up to participate. This would allow players to engage in the culture of LFC, joining the club of fans who share their passion for community, teamwork and new experiences. Team: What Should We Call Us


It’s been a long day at work; you and your pal have taken off your heels, switched to your flats and wait for the bus to take you home. As you lean back on the bench, you notice you’re not in a regular bus stop. The fabric mesh that surrounds you mimics the texture of a soccer goal, and you see a glistening LFC jersey waiting to be worn. As your friend snaps a picture, you upload your new look to the web—joining the thousands of fans worldwide who live on the wings of the Liver bird.

LOCATION

Bus stops

OBJECTIVE

To engage interested target members with the Liverpool FC brand. To allow for a different type of interaction- one both physical and entertaining.

Team: What Should We Call Us


You’re across the street from the pub, on your way to view the next LFC game, but you’ve got to wait for the walk signal. As you reach for the button, you notice a liver bird graphic on the sign. Your curiosity is piqued. The signal changes and you begin to walk. With your first steps, you hear in an at first unrecognizable accent, “An’ he starts across the pitch, in ripped jeans and a cotton reproduction jersey, PAST THE DEFENSEMEN, he’s on the move, to the right now, AND TO THE LEFT OH WHAT A MOVE, he lines up now, sets…AND HE SCORES PAST THE KEEPER. THE CROWD GOES WILD (You’ll never walk alone fades in the background).” You reach the pub a seasoned football player, and embedded in the culture

LOCATION

Crosswalks in Boston, MA and Baltimore, MD

OBJECTIVE

To increase awareness of the Liverpool FC team, yet to do so without interrupting the daily activities of our target market.

Team: What Should We Call Us


We plan on re-wrapping the Liverpool FC’s bus. The new design will retain the brands iconic logo, slogan and color palate, but will use the Liver bird to illustrate the idea of “Join the club.” From the front of the bus moving back, the Liver bird will become less sparse, overlapping until the entire aft end is white. This shows that we are all our own Liver bird, but when united by LFC, we never walk alone.

LOCATION

Buses in Boston, MA and Baltimore, MD

OBJECTIVE

To reinforce the idea of “joining the club” using iconic images placed on the buses of both the Liverpool FC club and public transportation in Boston and Baltimore.

EXTENSIONS

To show how the LFC brand is a worldbrand, we plan on placing similarly wrapped busses in Boston and Baltimore (cities that LFC will play in this summer). This will spike awareness for the event and the brand.

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LFC TOUR 2

North America

YOU’LL NEVER WALK ALONE

Team: What Should We Call Us


What if you went out for a day of shopping and leisure, and found yourself smack dab in the middle of Liverpool? As you walked down the Bold Street double, you’d pass street merchants, hear “scouse” accents and practically smell the water lapping along the outskirts of the century old port city. Liverpool Football Club flags would dominate the streets, and experiential attractions would allow you to engage with the brand. The best part? You get to experience the LFC lifestyle—previously a world away—without having to pack a bag.

LOCATION

Popular streets in Boston, MA and Baltimore, MD

OBJECTIVE

To immerse consumers in the culture of Liverpool football in an organic, exciting and inviting way.

EXTENSIONS

Penalty Kick Kiosks Soccer Equipment Donation Bins Dedicated viewing stations for LFC games Chances to win tickets or merchandise

Team: What Should We Call Us


What Should We Call Us  

Finalists for The Ad Club and George P. Johnson Experience Marketing's #IveGotGame Student Brand Experience Competition. From Boston Univers...

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