3D RUGBY by ais London for O2

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3D RUGBY

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Industry Mobile Communications
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency ais London
Creative Director Geoff Gower
Art Director Mark Hanson
Copywriter Kristian Foy
Producer Andy Millns
Illustrator Perry Cooper, Jon Biggs
Released February 2010

Awards

Caples Awards 2010
Other Media Retention/Loyalty, non-mail Bronze

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.