O2 - Wear la Rose (2023)
As the longest standing sponsor of England Rugby, O2 were looking to celebrate their partnership with a Rugby World campaign for last year’s edition in France.
We went for a fan activation approach through which O2 could add value to Rugby fans’ RWC experience and to - above all - celebrate their dedication to the cause.
CHALLENGE
This time, we had a very tight budget to delight Rugby fans and generate buzz during the tournament.
On top of that, the England Rugby team was under immense scrutiny, having performed poorly over the past few months and years. In this climate, would fan support waver?
INSIGHT
Studies in sports psychology show that when the going gets tough, true fans’ support only gets fiercer. That’s what separates die-hard fans from opportunistic ones.
And let’s face it, the English love an underdog...
STRATEGY
Rather than highlight a team under fire, we knew we needed to shift focus to the team’s most loyal fans. More than ever, their support was appreciated and needed in order to perform.
If anyone deserved to be celebrated, it was them.
O2 commissioned and unveiled a unique artwork - Wear la Rose - at the iconic Louvre gallery in the centre of Paris. The creative execution was a nod to the tournament’s host nation, through the ‘French Romanticism’ style of painting that captured the intense emotions and “drama” fans go through while supporting their team. It was a sheer ode to the unwavering support England Rugby fans keep showing to the team.
Through Priority, fans got a chance at being featured in the painting, as well as access to an exclusive send-off event, tournament tickets and ex-player meet and greets throughout the RWC.
The painting and content surrounding the painting and fan-player interactions generated lots of buzz across national media; from Rugby outlets to features in The Independent and Good Morning Britain.