Challenge

O2 wanted to activate its England Rugby sponsorship on home soil in a way that went beyond logo placement. The ambition was to mobilize its own customers, grow support for the national team and give fans a genuine role to play.

Strategic Unlock

Speaking to England Head Coach Stuart Lancaster reinforced something we instinctively knew: at the highest level, the smallest margins decide matches, and the energy of a home crowd can genuinely influence performance. O2 had millions of customers across the country. If we could make them feel like part of the team, not just customers of the sponsor, we could turn support into a competitive advantage.

Creative Solution

Traditional rugby advertising is built on mud, sweat and machismo. But if we wanted to unite an entire nation behind England, we needed a more democratic story. At the heart of the campaign was a long-form animated film that celebrated the rose as a symbol every fan could wear with pride, regardless of age, gender or rugby knowledge. We then gave people countless ways to show their support, from free rose pins and England shirts to personalised social avatars. Wear the Rose transformed O2's sponsorship from a logo on a shirt into a nationwide movement that invited everyone to play their part.

Results

The campaign generated more than 15 million acts of support, with fans wearing the rose physically and digitally, creating one of the largest demonstrations of support in England Rugby's history.