• Business Objective

    Promote the official release of the 2017/18 Liverpool FC shirt to both Chinese Liverpool fans and the greater sporting public

  • Results

    317,000 total viewers, covered by over 200 news reports

  • Our Approach

    2017 represents the 125th birthday of Liverpool Football Club. To commemorate this, the club will play the 2017/18 season in a special edition jersey. As such, the unveiling of their new kit was a bigger deal than usual.

    We organised and hosted the official China release event in our Shanghai office, welcoming Liverpool’s international ambassador and England legend Michael Owen as the special guest. The event was attended by a group of Chinese Liverpool fans, eager for a first look and was also live streamed to over 300,000 people on both live streaming service Yizhibo and e-commerce platform Tmall. This allowed fans to not only view the event but also interact with one another with greater ease.

    Our team provided a full event execution package, including securing online promotion, venue setup, event management, plan rundown for Michael Owen, live stream production, guest management, script creation, fan engagement through social content during the event and PR.