The RED ROSES
The task was simple; how do we connect the English fans to the revolution O2 is making happen in women’s Rugby?
The Red Roses are by far the best Rugby team in the world, and all of these women have faced different adversities to become who they currently are.
The approach was to build a movement behind the women of the team in the simplest and most authentic way possible while leveraging a brand asset #WEARTHEROSE
The BIG IDEA was a clever re-imagination of the familiar, to build a movement.
MANIFESTO
TOGETHER LAUNCH FILM
An interactive film set in the locker room or the field, with the Red Roses huddled together. Camera travels around them, focusing on the numbers on the back of their jerseys, with an emotive track playing in the background. Each jersey number provides an interactive experience that delivers never seen before stories of each player.
Interactive videos developed for social channels. Swipe up within your feed to see an exclusive footage of a Red Rose
Visual Expression
Execution across social channels
Instagram and Tik-Tok Filters were developed for fans to express how they are supporting the movement.
Billboard displays within Twickenham for warm-up games and beyond
Strategic Activation: We mobilise the men’s team to show support for the Red Roses on the International rugby stage. During their game against Argentina (Autumn games). They swap their jerseys displaying the O2 logo, for a version with a mission: ‘To Get Her’.
Partner To Get Her: For the first time in the history of Team sponsorship, O2 shares their sponsorship rights with other brands in return for bigger and better amplification for the Red Roses. We’ll invite other brands that love England and the rights of women to join us in getting them known and talked about. Interested brands become part of O2’s next season logo on the jerseys of the Red Roses. All the brands need do is simple: Adidas sharing a Tweet TO GET HER Appreciated, Ballentine’s posting on Instagram TO GET HER Celebrated etc. Everyone coming to Together for the Red Roses.
Feel The Game Together: To showcase the power of O2’s network. In strategic locations across the city, we have haptic jerseys for fans to experience every sensation and micro-sensation of the game together with the Red Roses all the way in New Zealand. Fan reactions are captured and showcased across social channels. Fans can also switch from one player to the other to sense the player’s gameplay via the haptic suit.
