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O2 to continue with Wear The Rose campaign despite England elimination

Paul Withers
October 5, 2015

Marketing push will not end, even after team was knocked out of the Rugby World Cup at the group stage

O2 will continue with its Wear The Rose marketing campaign, despite the England rugby team being knocked out of the World Cup at the group stage.

An O2 spokesperson said the campaign will continue into 2016 and beyond and since its launch in February, which was aimed at getting more people behind the team and interested in the sport, it has seen five million acts of support.

They added its 21 year sponsorship of England Rugby will continue, and it remains committed to its partnership with the Rugby Football Union (RFU).

Last month, O2 rebranded its 377 high street stores with England Rugby’s red rose ahead of the World Cup later this month. It saw the ‘O’ in the mobile operator’s logo replaced by a red rose on store fronts. This will be returned to its original state once the tournament finishes on October 31.

O2 also unveiled the world’s largest projection in support of the England’s participation in the Rugby World Cup, which saw The O2 transformed into a canvas for 3D projection mapping light shows, designed for fans to tweet messages of support for the team.

Using #WearTheRose, fans could have their tweets displayed on the roof of the The O2 throughout the six week tournament.

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