O2’s 2015 Rugby World Cup campaign generated 5 million acts of support.
Anticipation was at an all-time high, and it was a home World Cup. And yet in 2019 we surpassed 2015 with 15% of the budget. Our integrated campaign created unmissable moments for our customers and brought the nation together in support of our England Rugby Team.
Our insight came from the top: “We are driven by the rugby community, not just national pride” England Rugby Head Coach, Eddie Jones.
Our campaign was rooted in England Rugby values, and influenced by Japanese Bushido culture: ‘Be their Armour, Wear the Rose’ was born.
We garnered 8.8 million proactive acts of support, delivered a 2ppt rise in brand consideration (1), contributed to the lowest customer churn for any telco (1% (1)) and increased overall purchase intent (5%) during the campaign.
The association between O2 and our brand-led movement Wear the Rose is now at an all-time high. O2 is the no.1 brand associated with rugby union sponsorship for the 4th year running (2).
We were the first to create a live 5G powered ITV advert showcasing fans support nationwide, and helping us stay 16% ahead in the race for 5G consideration (1).
We were the first to hand over our squad appearance entirely to our customers. An unmissable experience for 3,200 fans and the Rugby World Cup (RWC) squad.
And when we made it to the final, we were the first to get into bed with Jack Whitehall as he embodied the excitement of millions of fans at home ahead of the final.
#WearTheRose trended as the highest unofficial RWC hashtag… we started it all.
1 O2 Data and Insight Analytics (DI&A) Nov 2019
2 O2 Kantar consumer brand tracker September – Nov 2019
