O2 Be The Difference

Agency: Mc Connells
Client: O2 Ireland

Brief: To Engage the Irish Rugby supporter with the Rugby Team

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Background: The O2 Be The Difference Campaign promises to be one of the campaigns of the year. The idea behind this is to bring the supporter closer to the Irish rugby team by allowing them to have their names on the back of the player's jerseys.The numbers on the back of the jersey's are comprised of hundreds of names of O2 customers who had signed up for the Be The Difference campaign in O2 stores and online. These names first appeared on the players jersey's at the Ireland vs. England game at Croke Park on 28 February, and subsequently for the Grand Slam decider at the Millennium Stadium in Cardiff between Wales and Ireland on 21 March.

Also, the thousands of names collected will also be used to create a unique poster campaign for the Six Nations. The campaign will feature iconic images of Brian O'Driscoll and Paul O'Connell made up of these signatures, and will give people from throughout Ireland the chance to show their support for the Irish team. Marketing Director for O2 Damian Devaney, said: "We wanted to create a strong bond between the players on the field and the supporters, both in stands, and around the country. Now we're bringing Irish supporters even closer to the team on match day in the knowledge that each and every one of them can be the difference for Declan, Brian and the team".

Creative Execution:

- A website http://www.bethedifference.ie/

- A Blog http://www.bethedifference.ie/blog/?p=104

- Outdoor Advertising

Check this out:

- Search for Eileen Murphy on Jersey No.22 by clicking here