O2 Rugby World Cup 2011
Background
When Martin Johnson’s men fly to New Zealand to take on the world this autumn fans in the UK are faced with the prospect of early morning starts in order to catch each game live on TV. To help bleary-eyed supporters get up and be ready for the action, O2 – sponsors of the England Rugby team – will be sending out up to 90,000 specially created England Rugby Breakfast Packs for its customers to enjoy from the comfort of their sofa.
The Get Up For England with O2 TV ad features England team coach Martin Johnson and eight England players including Jonny Wilkinson, Lewis Moody, James Haskell and Chris Ashton. It first aired on ITV during the England v Ireland match on 27th August, the 60 second ad shows Johnson and the players at a fan’s house, encouraging him to get out of bed, helping him cook his breakfast pies and get ready for the game. The TV ad is accompanied by a print campaign along with PR, social media support and a special mobile app which will feature exclusive content from the England camp, including player interviews.