O2 launched the latest iteration of its long-running ‘Wear the Rose’ activation platforms to boost national support for the men’s and women’s England Rugby teams ahead of the start of the opening round of the 2020 Six Nations.
Launched on 1 February, the creative is based on an equal split of rugby players from both the men’s side and the women’s Red Roses.
The players featured across the content include Owen Farrell, Maro Itoje, Kyle Sinckler, Lydia Thompson, Sarah Bern and Zoe Harrison and the ads will run throughout England during the championship.
Counting down to the weekend Who will you be getting together with to #WearTheRose? Tag your line up for the chance to win an @EnglandRugby goodie bag #GuinnessSixNations #WomensSixNations pic.twitter.com/5QyUV2TBff
— O2 Sports (@O2sports) January 31, 2020
The activation also includes GIFS and pre-, in- and post-game insider access.
Show your support for the @EnglandRugby Red Roses during #ENGvITA today with our new sticker pack. Gif them a try! #WearTheRosepic.twitter.com/KbyGf6YwZS
— O2 Sports (@O2sports) November 23, 2019
O2 hopes the work will inspire fans of all ages and backgrounds to come together and support the players, as well as highlighting the perks it offers to fans including early bird access to big game tickets. As lead partner for England Rugby, it will also be pushing its grassroots rugby programme, O2 Touch, which has seen the brand build a community now of 32,000 players enjoying the sport across 500 centres nationwide.
To celebrate the Six Nations, O2 has also brought on board rugby legend James Haskell to host its Inside Line show alongside Vernon Kay, offering fans behind the scenes access to the training camps available live on England Rugby’s Facebook page each week. The first episode will go live this evening.
The work is the latest content in O2’s ongoing strategy of using its England Rugby rights to inspire fans of all ages and backgrounds to join together and support the players, as well as highlighting its fan/consumer benefits such as access to early bird tickets.
As the RFU’s lead partner, O2 also continues to promote its grassroots rugby programme, O2 Touch, which has seen the telco build a community of 32,000 players across 500 centres nationwide.
Head of O2 Sponsorship Gareth Griffiths said: “We’ve been side by side with England Rugby for 25 years and we’re proud to continue our unwavering support and love for the game with more experiences than ever in Priority for O2 customers. With our new campaign we hope to excite fans, whether they’re new to the sport or a lifelong supporter, to get together and Wear the Rose.”
Comment:
This campaign builds on O2’s ongoing ‘Wear the Rose’ movement which recently has included its 2019 World Cup ‘Be Their Armour’ campaign (see case study) and its 2018 Alex Skill initiative (see case study).
While the women’s team got off to a good start with a 19-13 victory, the men’s side lost to France on 2 February.
Links:
O2
https://www.o2.co.uk/sponsorship/o2-sports
https://www.youtube.com/user/o2sports
https://www.instagram.com/o2sports/
RFU / England Rugby
https://www.youtube.com/user/officialRFUTV
https://twitter.com/EnglandRugby
https://www.facebook.com/OfficialEnglandRugby/
https://www.instagram.com/englandrugby/
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