Christmas is an important retail period for Liverpool Football Club, representing a major opportunity during the season to engage with their fanbase, as well as promote gift buying and increase retail sales in advance of the Christmas period.
Zút and LFC had worked together for a number of years to create memorable, shareable campaigns that drive both sales and engagement, and Christmas 2021 represented a great opportunity to build on this success, and to capitalise on the sense of normality returning to society as a whole, following the pandemic.
LFC required a video-led marketing campaign which reinforced their fans’ love for the club, encouraged spend on gifting and retail, and offered the ability to promote non-retail gifts such as Memberships and Tours.
We wanted to build on the success of the previous three years’ Christmas campaigns and turn up the magic, creating:
A celebration of Christmas…
…Our unwavering Belief
We wanted these videos to remind fans why being a Red is so special and inspire them to believe that anything can be possible.
To do this we used a magical ‘Fairy-tale’ type book as a device to start and end each video, with the narrative taking the form of a poem written to sound like a Christmas fairy-tale, whilst referencing the LFC-specific themes; Anfield, Togetherness and Belief.
We produced a series of three videos each with it’s own the poem and visuals representative of the strand’s central theme supported by a bank of product photography styled to complement the videos.
Awareness of the campaign and its theme was driven by a phased release of the videos, driving viewers to LFC channels, before the main POS and advertising assets were released at the start of the festive retail period.