With the 2011 Rugby World Cup underway, O2, a major sponsor of the England Rugby Team, saw a great opportunity to raise the profile of the team and the tournament to the public.

To achieve this, a range of rugby branded breakfast pies were produced that customers could win through a text competition. If successful, The O2 customer would receive a delivery of pies, beer, an England flag and a message from the team.

TCC was asked to come up with a promotion that would use the excitement of the World Cup to expose the Alcatel OT602 phone, increase brand awareness for Alcatel and create excitement about England, the World Cup while highlighting the connection between O2 and the England team.

We decided to hold two activity days across 34 stores in rugby hotspots across England.

The activity was held on the Friday before England’s opening game against Argentina and England’s last group game against Scotland.

Customers were given breakfast pies if they had a demonstration on the OT602 phone. Customers were also given O2 branded mini rugby stress balls and bags for life

 

 

Client

O2

Sector

Sport

Expertise

Creative, Experiential, Integrated