O2: Get Up for England by VCCP London for O2

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O2: Get Up for England

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Industry Mobile Communications
Media Film
Market United Kingdom
Agency VCCP London
Director Jesse Peretz
Executive Creative Director Darren Bailes
Art Director Jonny Parker
Copywriter John Mclaughlin
Producer Lisa Joseph
Account Supervisor Clare Greenhalgh
Released January 2011


British Arrows 2012
Winners - Silver

Credits & Description

Category: Commercial Public Services
Advertiser: O2
Product/Service: RUGBY PROMOTION
Agency: VCCP
Production Company: RSA FILMS, London, UNITED KINGDOM
Executive Creative Director: Darren Bailes
Copywriter: John Mclaughlin
Art Director: Jonny Parker
Agency Producer: Laura Cooper
Account Supervisor: Clare Greenhalgh
Producer: Lisa Joseph
Director: Jesse Peretz
Planner: Rob Dougan
Planner: Rob Dougan

English Description
After sixteen years supporting England Rugby a minor detail like not being an official sponsor of the Rugby World Cup wasn’t going to deter O2 from somehow getting involved. The brand has a long history of helping their customers; they took on The O2 and developed Priority Tickets to ensure customers could see the acts they love and then brought us the first iPhone. O2 wanted to find a way of helping their customers during the RWC. As it happens, the competition was being held in New Zealand – over 12,000miles away and with a 12 hour time difference. Fans were going to have to get up very early to see the games! So, O2 developed a breakfast pie and supporter’s pack that they sent to customer’s front doors before game day. They also produced a mobile app that would wake customers up with a pep talk from the team. The campaign was promoted via a TVC that was only shown three times during the competition. The ad puts the fan at the heart of the action and shows a customer being woken up and prepped by the English Rugby Team and their coach (at the time), Martin Johnson.