We were appointed by Liverpool F.C. to design, produce and manage their global touring campaign, LFC World.
LFC World – Mumbai
We delivered a four-day event, which took place at the High Street, Phoenix, Mumbai between 7th-10th December.
A highlight for many of the Reds was The Kop Cinema. We provided an immersive motion picture experience that truly gave the fans the feeling of a matchday at Anfield. Standing on the iconic Kop terrace, fan’s experienced the history of their favourite club, as well as a personal message from the manager himself, Jurgen Klopp.
This mall event went further and beyond, allowing supporters to experience the drama, scale and excitement of scoring at Anfield. Through a state-of-the-art VR experience, fans were put into the shoes of an LFC player and given the chance to score in front of the Kop. Additionally, we gave fans the opportunity to take home some memorabilia through our LFC World printer station; whether it was sitting in the dressing room under their favourite players jersey or standing next to the Champions League Trophy, the fans were able to capture their experience.
We also dressed and helped coordinate the LFC World Soccer Schools program in Mumbai. This program gave young fans the opportunity to develop and learn new techniques and skills, all under the guidance of LFC coaching staff. The eventual winners were given a once in a life time opportunity to play against the Liverpool FC Legends. Additionally, we helped coordinate the Viewing Party, as well as dressing the venue. This gave members of the Liverpool Mumbai Supporters Club, the exclusive opportunity to watch the Merseyside derby alongside the Liverpool legends.
We brought 23,433 Indian fans closer to the club with a range of experiences and activities. Whether it was the Shankly Gates, the Dressing Room, Face the Kop VR or the Cinema Experience – fans were given a taste of the Anfield experience. Additionally, 1500 fans received a printed photo by using the hashtag #LFCWORLD which had a social media reach of 45 million globally.
Supporting partners Western Union and Joie Baby experienced significant exposure through their immersive activities. Western Union Accuracy Challenge engaged with 2,000 people across the 3 days.