O2 soutient le XV de la rose féminin et poursuit sa campagne Wear The Rose

O2 Women Rugby World Cup Women's

La marque de télécommunications britannique, O2, a prolongé sa campagne « Wear The Rose » pour soutenir l’équipe anglaise de rugby féminin alors qu’elle s’apprête à défendre son titre mondial cette année lors de la Coupe du Monde de Rugby organisée par l’IRB.

La campagne Wear The Rose, lancée en 2015 pour soutenir la sélection masculine, est lancée par un film qui démontre toute la puissance, la passion et la dévotion dans la version féminine de ce sport si masculin.

Le film a été lancé sur les plateformes sociales d’O2 Sports et sur des plateformes de video on-demand comme Sky ITV et All 4. 

O2 a aussi activé des influenceurs rugby, des joueurs à la retraite et sa communauté de fans de rugby dans un réseau appélé la « Rose Army » et qui bénéficiera de contenus et dotations exclusives. 

Gareth Griffiths, responsable sponsoring chez O2, a déclaré :  » « Wear The Rose » est une campagne qui vise à galvaniser le soutien derrière l’équipe à chaque étape de cette aventure. Nous savons que les clients O2 et les fans de la marque aiment le rugby, qui plus est quand il s’agit de rugby féminin, qui est rapide, puissant et technique, donc nous avons fait en sorte de faire ressortir ces éléments à chaque étape de la campagne. » 

Tout au long du tournoi, O2 encouragera les fans à soumettre leur soutien à England Rugby, en utilisant le hashtag #WearTheRose, sur tous ses canaux, print, OOH et réseaux sociaux.


Pour en finir avec le dispositif de communication, O2 a décidé de réaliser une série d’épisodes « behind-the-scenes » suivant l’équipe tout au long du tournoi, et offrant ainsi un accès exclusif  à l’équipe et aux personnalités qui composent ce groupe.

Pour en finir, des récompenses attendent les clients O2 sur la Priority App de O2 et qui viendront agrémenter et enrichir leur expérience de téléspectateur que ce soit à la maison ou au bureau. De plus, des sessions de « touch rugby » seront organisées par O2 à travers l’Angleterre permettant aux fans de passer des paroles aux actes et de démontrer que leur engagement sur les plateformes digitales équivaut à leur adresse balle à la main. 



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