O2 Rugby Amplification
Crashing the Rugby World Cup.
The brief
The Rugby World Cup in the UK in 2015 offered O2 a huge opportunity. But not being an official event sponsor meant the brand wouldn't be visible on shirts during the games, and their sponsorship rights were curtailed.
The strategy
Take "Wear the Rose" across the country, driving fans to get the shirt ahead of the O2 logo being removed, and getting O2 branding into stadia.
The idea
We worked with O2 Priority, the brand's customer loyalty programme, to give away 50,000 O2-branded England shirts to fans to make them Wear the Rose. We created a series of giant washing lines hung with O2 shirts in five key cities around England. The lines were set at the average height a second row would jump to secure a line-out in the game — meaning customers had to support each other to secure a shirt. Participants had to tweet and use #WeartheRose to get their hands on the apparel.
The results
50,000 social media posts mentioning #WeartheRose across the UK in a week. Awareness of the O2 campaign developed across each of the major rugby cities.
Credits
Client: O2
Agency: Hope and Glory