> CAMPAIGN
their names on the backs of the players’ jerseys. Think about that for motiva- tion….the players physically had the weight of the Irish fans names on their backs. If you look very closely, you’ll notice that each player’s ‘number’ is composed entire- ly of the names of fans. A sign-up form was creat- ed on
BeTheDifference.ie for fans to register their support
O2 – Be the Difference
The Be the Difference O2 Irish Rugby sponsorship website was developed by Brando, which won a Bronze Cyber Lion at the Cannes Lions Advertising Festival 2010 for this work.
O2’s Irish Rugby sponsorship website,
BeTheDifference.ie, was in my opinion a campaign that ticked all the digital engagement boxes!
The purpose of the campaign was to engage with Irish rugby fans in a new and exciting way, while promoting O2 as the official sponsor of Irish Rugby. The campaign was conceived, developed and executed by Irish digital advertising agency Brando, which, for its efforts, was rewarded with a Bronze Cyber Lion for best website at the Cannes Lions Advertising Festival this year. What’s particu- larly rewarding is that this was the first time that an Irish digital agency won a Cyber Lion.
O2 wanted to find a way to allow supporters get closer to the action and really engage with the team. It wanted to make Irish fans feel their support could actually make a difference. So Brando cre- ated a website that gave supporters an opportunity to record and upload a direct team talk for the players of the Irish rugby team. The best team talks were then played to the team and on the giant screens at Croke Park before the games. In order to encourage participation from all fans, even those not gifted in the art of speech-writing, Brando came up with another stunning idea that put the fans onto the field of play in the form of
for the team. Fans who signed-up online were in with a chance to have their name printed onto the players’ jerseys. Supporters could then search for their name on the site to see whose jersey they were a part of. Simple, but brilliant.
In addition, a cleverly thought out social media campaign on Facebook gave supporters the opportunity to chat with each other about whose jersey they were a part of. Supporters could also chat directly with the players and find out all the latest team news through their personal Twitter accounts.
High impact online advertising formats such as homepage takeovers on various sites enabled fans to register their details to have their name on a jersey through an ‘online ad’ data capture mechanism. This was also replicated in an iPhone app. The campaign was a huge success with over 90,000 website vis- itors and more than 85,000 fans, so far, registering their support to get behind the team. Over 2,000 team talks were also recorded. The beauty of this campaign was not just a unique branding channel for O2, but more importantly the chance to bring the brand closer to its audience while providing a sense of ownership and unity for Irish rugby fans. By the way, I was No 13!
Brian Pemberton is a digital strategist at Bark.
42 Marketing Age Volume 4 Issue 4 2010
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