Issue 15 | June 2010
The brief was completely conventional and straightforward.
Tell existing customers about O2’s sponsorship of the England Rugby Team during the Six Nations competition. Make them feel special and more loyal to the brand. And get a large and measurable response for a minimal financial outlay.
The completely integrated solution answered the brief in a completely unconventional way.
Lead by base comms to rugby-mad O2 customers, the team produced live country-wide 3D sports events on an unprecedented scale. These created a unique and ‘irresistible’ rugby experience that O2 customers who had expressed a rugby preference had direct and privileged access to.