Hope & Glory PR tasked us with launching 02’s ‘Wear the Rose’ campaign, an England rugby shirt giveaway across the UK, ahead of the 2015 Rugby World Cup.
The aim was to get the nation behind the team by demonstrating what England’s Head Coach, Stuart Lancaster, calls “that extra 10%” the power of support.
Taking a rotary washing line as inspiration, we created an oversized structure which allowed people to attempt a line-out in order to reach and win their very own England jersey.
We then took this experiential event to key rugby cities around the UK, organising all aspects of the tour including permissions, logistics and staffing.
The regional media in each of the locations fully enjoyed the shirt giveaway, with items in Manchester Confidential, Leicester Mercury, Bath Chronicle, Bath.co.uk and the Newcastle Chronicle to name just a few.
The activity also generated over 40 pieces of coverage in the nationals including Metro, Daily Mail, Daily Mirror, Daily Star, The Independent and the Huffington Post and in key marketing and trade press.
