O2: 3D RUGBY

Credits & Description:

Category: Ambient: Stunts & Live Advertising

Advertiser: O2

Product/Service: MOBILE TELECOMMUNICATIONS

Agency: archibald ingall stretton...

Creative Director: Geoff Gower

Copywriter: Kristian Foy

Art Director: Mark Hanson

Account Manager: James Bartram

Illustrator: Jon Biggs/Perry Cooper

Producer: Andy Millns

Other Credits: Mihhail Trunov/Sam Slee/Catherine Airey/Rhys Edwards/Ed Pellew/John Worthington/Nic Fletcher

Date of First Appearance: Feb 6 2010 12:00AM

Entrant Company: archibald ingall stretton..., London, UNITED KINGDOM



Description of Ambient execution

With 2010 Six Nations rugby fast approaching, O2 wanted to make as much noise as possible about their sponsorship of the England Rugby Team – and give their rugby-fanatical customers a genuine dose of the Twickenham experience. And, at the same time, give them a taste of the overall ‘Priority’ treatment, exclusive to O2 customers.

Our answer was to create live 3D broadcasts on an unprecedented scale. We set up a satellite network and decoding technology in 40 cinemas nationwide and turned each one into a mini-stadium, with free beer for customers, an inspiring film and 3D glasses.

The results were beyond anything we or the client expected. Twitter, national and international press and TV, giving £2.4 million media equivalent. All cinemas were sold out to O2 customers (some in 40 minutes) – ensuring 20,000 customers enjoyed a unique branded experience.