クロップの旧正月メッセージ

This LFC Lunar New Year campaign, narrated by Jürgen Klopp, was a poignant and powerful two-minute animation that resonated deeply with Liverpool FC’s global fanbase. 

Using unique Chinese watercolours, the animation depicted the emotional journey of overseas fans following LFC from afar during the 20/21 title-winning season, which was also during the height of COVID. 

It captured the highs and lows of the season, acknowledging the unwavering support from loyal fans despite the challenges they faced in staying connected with the team.

This campaign was particularly successful because it aligned with the mood and sentiment of the time, striking an emotive chord with fans. It emphasised the strong bond between the club and its overseas supporters, demonstrating Liverpool FC’s commitment to maintaining this connection, especially during difficult periods. The narrative, underscored by Klopp’s heartfelt voiceover, brought a message of positivity and hope, resonating with public sentiment and policy, particularly in China.

The campaign delivered outstanding results, generating 7.5m impressions, 2.1m views, and 242,000 engagements across international club platforms. 

It also received significant earned media, with China’s state media CCTV airing the piece in full, reaching tens of millions of viewers. This successful campaign not only united fans globally but also significantly boosted Liverpool FC’s brand presence in key markets.