Case Study: LFC Christmas – Content Strategy
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Zút has worked with LFC Retail for a number of years, producing creative video, photography and design for their major sales campaigns throughout the season.

Following the success of the previous year’s Christmas campaign – ‘Tis the Season to Believe – Zút was asked to produce a series of adverts featuring some of LFC’s biggest stars and their supporters for the 2020 festive retail campaign.

The video-led Christmas marketing campaign needed to promote gift buying and increase retail and non-retail sales (Memberships, Museums and Tours, and E-Academy products) targeting people in need of gift inspiration across a range of demographics.

To Liverpool fans young and old, their team is all-encompassing. Nothing, except for family, is more important than their Club – they actually see the Club as an extension of their family.

Even though their team is the best in the world there is a closeness between the manager, players and fans rivalled by no other club, making LFC an even greater part of their everyday life, and something they never switch off from.

Our creative played on this closeness and highlights, in three fans, how their club is always at the forefront of their mind and part of their everyday.

The campaign, called Bring the Magic Home, was designed to show the unbreakable bond between the Club and its supporters, with the primary message being: if you know someone with LFC on their mind, give them a gift from LFC.

Our strategy was to develop a series of films featuring different fans and player pairings, to release throughout the festive period, supported by a range of digital content and POS assets for the retail stores.

We created three videos with accompanying teasers, social and POS assets. 

All three videos used special effects to bring a selection of retail products and players to life, that were carefully placed throughout the films, creating a more subtle approach to highlighting the product range. 

As their minds drifted from their everyday activities we saw them doing on the lead up to Christmas, we showed how their club is always at the forefront of their mind and part of their everyday.

The first instalment – Zoom Call – featured Hollywood actor Nick Blood in a humourous, relatable scenario. 

The second instalment Little Girl – showed a little girl at home on the lead up to Christmas.The third instalment Old Man – showed an old man returning home to an empty house, looking lonely. Just as our concern for him piques his family arrive to watch the match with him.