O2’s long-running sponsorship of England Rugby has always been based on the power of fan support.
O2’s challenge was to stand out and add value to customers at a tournament, of which they were not an official sponsor, at which the team would not be able to carry O2’s logo on their shirt and which was taking place 6,000 miles away. “We are driven by the rugby community, not just national pride.” Eddie Jones
Our idea was to make everyone Feel Closer when they #WearTheRose. To Japan, to the team, and feel closer as both fans and non-fans of rugby. But how? Travel Fan consisted of 6 episodes, following Ugo Monye and Jamie Laing, as they explore Japan and familiarise themselves with Bushido values, as well as featuring 9 members of England’s 2019 World Cup Squad. The series generated over 506K views, increasing O2 Sport’s YouTube subscribers by 45%. 121k views were completely organic with an average VTR of 41%, equivalent to £16k worth of media value and ITV requested the rights to host it on the ITV Hub. This helped O2 create 8.8m acts of support and saw O2 become the no.1 brand associated with rugby union.