O2 is launching a major through the line campaign to promote its latest rugby initiative, Get Up For England with O2. When Martin Johnson’s men fly to New Zealand to take on the world this autumn fans in the UK are faced with the prospect of early morning starts in order to catch each game live on TV. To help bleary-eyed supporters get up and be ready for the action, O2 ‘ sponsors of the England Rugby team ‘ will be sending out up to 90,000 specially created England Rugby Breakfast Packs for its customers to enjoy from the comfort of their sofa.

The Get Up For England with O2 TV ad features England team coach Martin Johnson and eight England players including Jonny Wilkinson, Lewis Moody, James Haskell and Chris Ashton. First airing on ITV during the England v Ireland match on 27th August, 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. The TV ad is accompanied by a print campaign along with PR, social media support and a special mobile app which will feature exclusive content from the England camp, including player interviews.

To further raise awareness of Get Up For England, O2 has also partnered with talkSPORT, the exclusive radio broadcaster of the Rugby World Cup. The partnership will include player interviews and bespoke content throughout the tournament. The campaign will roll out across all the sports broadcaster’s platforms including talkSPORT, talkSPORT.co.uk and SPORT magazine

Sally Cowdry, Marketing and Consumer Director, O2: ‘Get up for England is all about helping fans show their support and enhancing their rugby experience. We hope that through our TV campaign and our partnership with talkSport we can encourage as many fans as possible to support the team.’

The campaign was developed by VCCP with media buying by Zenith Optimedia.

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.

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