A tongue-in-cheek viral film and engaging campaign microsite (simrugby.co.uk) featuring members of the England Rugby squad is being launched by O2 this week, created by creative agency VCCP.

The SIM Rugby film sees top England players including Mike Tindall, Riki Flutey, and Steve Borthwick, playing a game of rugby where the traditional oval ball has been replaced by a SIM card.

The film has been created to raise awareness of O2’s Pay & Go free SIM offers and bring to life the passing on aspect of this deal in a fun and frivolous way.  The deals give people the chance to get up to four free SIMs, keep one and pass on the others to family or friends enjoying free calls and texts between them.

The activity coincides with the launch of O2’s latest free SIMs offer, Text & Web. This pay & go tariff offers unlimited texts and internet for just £15 per month.

The SIM Rugby viral will be supported through online rugby channels, including the RFU’s recently revamped website (RFU.com), and the online rugby community, Maximum Rugby (maximumrugby.com). The campaign will also see embedded ads on Youtube and Facebook promotion at Twickenham on matchdays during the forthcoming Investec Challenge Series in November. The dedicated microsite www.simrugby.co.uk contains more exciting content such as behind the scenes footage, funny out takes and competitions.

‘This is a great example of how we can leverage our England Rugby sponsorship to support current propositions we have in the market,’ said Alistair Johnston, Head of Online at O2. ‘SIM Rugby injects some fun into the free SIMs campaign which is also supported by TV and print advertising.’

Journalists can contact the Virgin Media O2 press office on:
press@virginmediao2.co.uk 01753 565656
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