O2 was taking over from Guinness as the brand most associated with the game in this country, their 2013 strategy was focused on the key message of ‘Bring on the green’, with increased print, digital and experiential activation.
Our contribution was the O2 Jersey Guardians competition, which was a key feature of O2's campaign.Bringonthegreen.ie, offered fans and in particular O2 customers behind the scenes access to the team. In above the line terms, the main activation had come from accompanying print/billboard media.
We gave fans the opportunity to guard and deliver a unique players Jersey to the stadium.These 'Jersey Guardians' were greeted by Ireland Team Baggage Master, Rala, and given exclusive access to the team dressing room where they had the honour of hanging the jerseys at each player's individual area.
Ireland and Munster legend, Paul O'Connell said, 'I love the idea of Jersey Guardians, every year O2 come up with something new and different for supporters to engage with the team. The experience of them getting into the team dressing room is so special; I'm really enjoying playing a part in it.'
