O2 Wear the Rose


Create a digital ‘world first’ enabling O2 to engage its tech-savvy audience through its England Rugby partnership – Wear the Rose.


We conceptualised and developed the world’s first 360 degree virtual reality sports experience with the England Rugby Team – ‘Wear the Rose’.

We created ‘Wear the Rose’ using Oculus Rift technology to showcase O2 as an innovator and leader in the technology and digital space – in essence offering people the chance to step into the boots of an elite England Rugby player.

O2’s ‘Wear the Rose’ was launched to media through an immersive experiential event to announce the campaign.

In addition, we delivered a nationwide tour to give O2 customers unique access to this cutting edge experience.


100% Of coverage talked about innovative use of technology by O2

5 Point increase in brand tracking metrics for O2


Sports Technology Awards 2015
Winner: Best Use of Technology by a Sponsor

Cristal 2014
Winner: Gold in Marketing Innovation for “O2 presents Wear the Rose”

Rugby Expo Awards 2014
Winner: Marketing Campaign of the Year

Sports Industry Awards 2015
Winner: Best Sponsorship of a Team or Individual
Finalist for: Brand of the Year
Finalist for: Cutting Edge Sport
Finalist for: Best Live Experience

UK Sponsorship Awards 2015
Finalist for: Best Sports Sponsorship
Finalist for: Sponsorship Innovation Award

Cannes Lions 2014
Finalist for: Cyber – Innovative Use of Technology

UK Sponsorship Awards 2014
Finalist for: Sport Sponsorship

O2 Wear the Rose video