O2: England Rugby – Six Nations 2019
Making O2 more than just a logo on the shirt.
The Brief:
O2 had an amazing relationship with England Rugby but they wanted to make more of it. They needed to find a new approach to their communication surrounding the sport and show fans they were more than just a logo on a shirt.
We needed to make O2 a credible companion for fans by bringing them closer to the team before, during and after the game through candid interviews, unique stats and live coverage.
Instant social posts, live stats, pre and post interviews, exclusive imagery and a fresh art direction.
Live coverage during the games
Score updates
Talking points in the build up
Stats on previous games
We gave O2 a new way of talking to their audience and increasing their brand attribution.
Summary:
We gave equal weight to the women’s game, something that had never been done before.
Created a full social content strategy that gave O2 a voice throughout the build up, during and in the wake of each game.
Built visual guidelines for O2 Rugby that appealed to the audience while maintaining the brand cues.
Created a new art directed for the game day photography.
Created editorial guidelines that allowed us to generate live social content before, live during and after the games
An entirely organic campaign that generated 2 million+ impressions 30,000+ likes, 1,500+ comments and a 10% increase in followers
Story of the weekend
Coach quotes
Story of the half
Team announcement
