UK-based mobile telco O2 rolled out an England Rugby campaign on 7 September which kicked off at Paris’ famous Louvre Museum with the unveiling of a bespoke artwork that activated its RFU partnership as the 2023 Rugby World Cup kicked off.
Offering a French twist on its long running ‘Wear The Rose’ platform, the integrated ‘Wear La Rose’ spans D/OOH, social, retail and online channels, as well as PR and will run for the duration of England Rugby’s time in France.
A long-standing sponsor and partner of England Rugby, O2 (or Virgin Media O2 – owned jointly by Telefónica and Liberty Global) worked on the campaign with agency of record VCCP, its global content production studio Girl&Bear, Sliced Studio, and digital innovation company Bernadette, with media was planned by MG OMD.
The initiative – which features England players Owen Farrell, Maro Itoje, Ellis Genge, Marcus Smith, Courtney Lawes and Billy Vunipola – aims to celebrate, champion and reward fans for their loyalty and support, whilst ‘bringing fans closer to England than ever before’.
It kicked off with the reveal of a unique piece of supporter-inspired art commissioned to highlight the role that fans play in rugby. The painting, created by award-winning Canadian artist Vincent McIndoe and inspired by the host nation France, was created in the ‘French Romantic’ style and features real England fans and authentic O2 customers – capturing the drama of their emotions while supporting their team.
Brand ambassador and former England skipper Dylan Hartley formally unveiling the painting at the Louvre Museum in a PR stunt which was filmed and amplified across digital and social channels. The painting then travelled around other Paris landmarks and locations such as the Arc de Triomphe and along The Seine.
The artwork focused anchor launch film, digital teasers and supporting social posts are part of an ongoing activation programme which also includes match-related, low latency social content linked by the campaign’s #WearLaRose hashtag.
The activation also includes a social filter which allows fans to see themselves depicted in the French Romanticism style of the painting and thus emulate their England Rugby heroes.
A further element of the activation programme was a partnership with RugbyJOE which amplified ‘Wear la Rose’ through a social content series.
While those following the team from back home, or those wanting to get even closer to the team as they progress, can tune in to special episodes of O2 Inside Line which will provide unprecedented access to the players and the latest updates from the camp.
With Episode 1 rolling out on England Rugby’s official YouTube channel on 26 June and Episode 11 on 5 September.
The campaign also highlights how customers travelling to France are able to enjoy free roaming: promoting the claim that O2 is the only major UK mobile network to offer inclusive EU roaming as standard, up to 25GB.
Plus, through its ‘Priority from O2’ programme, the mobile operator will also provide rugby fans with a range of perks and deals over the coming months: including 30% off England Rugby Shirts and other Umbro merchandise, competitions to win signed shirts and also the chance to win a trip to France.
“Our Wear la Rose campaign has England Rugby fans at its heart, championing their support and capturing what it really means to be a fan,” explained Virgin Media O2 Director of Brand & Marketing Simon Groves. “Whether supporting the squad from home or cheering them on in France, we’ve got O2 customers covered with inclusive EU roaming and a range of Priority perks. As proud partners of England Rugby, we’re behind the team and Wear la Rose with pride.”
Former England captain Hartley commented: “Excitement is building and it’s great to team up with O2 to launch their Wear la Rose campaign. With thousands of England fans travelling to France to watch the team, what better way to honour them by revealing this artwork that celebrates their passionate and dedicated support.”
VCCP London Creative Director Kimberley Gill added: ”Across the channel there will be drama, there will be sweat and tears. We wanted to create something to match the passion and emotion shared by fans and players. So, we put oil on canvas, and sailed this unique and visceral piece of art over the English Channel, to take its place on French soil.”
The campaign was created by a team at agency VCCP London which included Executive Creative Directors Jonny Parker and Chris Birch, Creative Director Kimberley Gill, Creatives Tom Lee and Vicky David, Managing Partner Emma Whitmarsh, Business Director Charlotte Powell, Senior Account Director Emma Russell, Account Director Jonathan Andrews, Senior Account Manager Matt Isard-McNulty, Account Manager Freddie Rokison, Deputy Head Of Planning Jenny Nichols, Planning Director Hannah Martin, Planner Nicholas Pirard, Agency Senior Creative Producers Simon Keyworth, Ali Power, Romana Kitt and Rose Nott, Studio Manager Sam Weight, Artworkers Liam Leal, Toby Kadir, Lee Forster and Nicola Boon, Designers Adam Edwards, Leila Amin, Rob Churcher, Tom Loach, Clary Vikstrom and Matous Martak, plus Retouchers Stanley’s.
The production, post-production and colour company was Sliced Studio with Director and Editor Tobin (Tobias Rothwell and Martin Jarrett), Executive Producer Francesca Best and Producer Max Thomas.
Audio post was handled by Girl & Bear and Jungle with Sound Engineer Emily Vizard.
Digital production was run through a team at Bernadette which included Creative Director Jon Bancroft, Technical Production Director Nathaniel Hulley, Project Director Ravi Patel, Junior Project Manager Nayef (Nay) Hassan, Senior Interactive Developer Mike Beckman, plus Interactive Designers Andrew Potts, Linas Jovaisas, Ivan Huri and Dexter Marshall.
Media buying was by MG OMD with Business Director Will MaClure, Partnerships Business Director Natalie Christoforou, Client Account Manager Bronte Snow and Paid Social Account Director Huda Nour.
Comment
This campaign rolled out in O2’s 28th year as an England sponsor: it is one of the longest running sports shirt sponsorships in the world.
The ‘Wear The Rose’ activation programme has been used to leverage the telco’s England Rugby tie-up since 2014. It has evolved through various iterations ranging from 2022’s Women’s World Cup ‘Red Roses: An England Rugby Dream’, to work leveraging the ‘2020 Six Nations’, 2019’s ‘Be Their Armour’, 2018’s ‘Alexa Skill’, 2016’s ‘Love The Game’, a 2017 RBS 6 Nations campaign (see case study 1, case study 2), as well a multiple phases of 2015’s ‘Make Them Giants’ campaign (see case study 1, case study 2, case study 3, case study 4, case study 5, case study 6, and case study 7), plus early 2014 VR work (see case study).
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