O2 Samurais drum up England support

01 Nov 2019

By: Sport Industry Group

O2 has drummed up support for the England team and its players ahead of the 2019 Rugby World Cup final with one last push of its Be Their Armour campaign.

Eddie Jones's side will face South Africa in a repeat of the 2007 final, and O2 has taken the recognisable Samurai character from its Rugby World Cup ad to the streets of London in order to build up to the match.

O2 has been supporting the England rugby team with a campaign championing the power of support and the hashtag #WearTheRose. In one last plug before the final, O2’s samurais, dressed in rose-bearing armour, were spotted in Piccadilly Circus and walking across the Jubilee Bridge, as well as making their way onto the London Underground.

Nina Bibby, CMO, O2 said: “As a lead partner of England Rugby, we wanted to galvanise the nation to show their support and Wear the Rose ahead of a monumental day for the country on Saturday. Support from millions of England Rugby supporters both at home and in Japan has been England’s armour on the pitch, so we’re asking for one final push ahead of this weekend. We also hope our samurai added a bit of entertainment to the morning commute in the process.”

Ahead of the tournament, O2 Head of Sponsorship Gareth Griffiths told Sport Industry Group: “With ‘Be Their Armour’, it’s evolving what the power of support is. It’s about the fans, and if the fans really get behind the team they can make them feel like they’re invincible, they’re going into battle but they’ve got the whole of the country behind them and that’s what this is about."