In 2015, O2 mobilised the nation to get behind our England Rugby sponsorship through a simple insight: the power of support can make a difference.
We created a movement inspired by the rose sewn into the chest of every England shirt. Our ‘Wear the Rose’ campaign generated 5.4 million proactive acts of support with 67% Share of Voice during the Rugby World Cup (RWC), despite O2 not being an official RWC sponsor.
We activated our rights like never before and used the power of sponsorship to create a brand led movement that delivered tangible results for the business.
Images from the Wear the Rose Live concert at the O2 in London, 2015.