O2 Get Up for England

O2, sponsor of the England rugby team, has been running “Get Up for England“, an integrated advertising campaign associated with the 2011 Rugby World Cup tournament being held in New Zealand in September and October. Fans in the UK will need to get out of bed early to watch live matches on the other side of the world. England coach Martin Johnson and eight players, including Jonny Wilkinson, Lewis Moody, James Haskell and Chris Ashton, appear in television adverts, print ads, social media support and a mobile phone app for iPhone and Droid platforms. O2 is sending out up to 90,000 specially created England Rugby Breakfast Packs for its customers to enjoy from the comfort of their sofa.

O2 Get Up For England team

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. Click on the image below to play the video.

O2 has also partnered with talkSPORT, exclusive radio broadcaster of the Rugby World Cup, to provide player interviews and bespoke content throughout the tournament.

O2 Get Up For England team

Fans on O2 can be in with a chance of getting their hands on an England Rugby Breakfast Pack by visiting www.GetUpForEngland.co.uk or texting PIE to 2020**. Each pack contains two specially created Pieminister Breakfast pies (one meat, one vegetarian), 2 Greene King IPA beers, an England flag and a message from the team. Each application for a pack is also automatically submitted into a draw to win a once in a lifetime trip to New Zealand to have breakfast with England players.

Get Up for England Credits

The Get Up for England campaign was developed at VCCP, London. Media was handled by Zenith Optimedia.