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Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
CHEEKY BILLBOARDS
Prominent billboard reminds opposing fans of Liverpool’s dominance
By our African Marketing Confederation News Team | 2025
Liverpool-supporting media group pokes fun at Manchester United with mischievous OOH activation within sight of United’s stadium.
Billboards have long been known for their ability to deliver impactful, fun and cheeky brand messaging in key locations. Blend this with the passionate and partisan nature of top-flight soccer and you have a winning combination.
Photo: The Anfield Wrap
The Anfield Wrap, a producer of podcasts, videos and other media content related to Liverpool Football Club, recently took advantage of this when it placed a cheeky billboard celebrating the club’s English Premier League title win within sight of Old Trafford, the home of arch-rivals Manchester United.
Its message, placed over a busy Manchester road, has proved hard to miss: “Manchester, just 37 miles to the country’s most successful football club,” it reads. For those unfamiliar with the imperial system of measurement, 37 miles equates to 59km.
The Anfield Wrap then amplified the mischievous OOH message via social media posts reading: “A message for Manchester… and we’re never gonna stop.” The latter is a reference to both clubs now having won the league title 20 times, with Liverpool still determined to win more.
A deep and long-standing rivalry
As followers of English soccer will know, the two prominent clubs have a deep and long-standing rivalry, made more intense by the fact that the two cities are located relatively close together. In the last decade or so, though, Liverpool has been in the ascendency while United has waned as a force.
The Anfield Index, another pro-Liverpool media outlet, notes in its report about the cheeky billboard: “Liverpool fans have never shied away from a bit of banter … Reds supporters are relishing the chance to poke fun at their floundering neighbours with a very public reminder.”
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