England, Meet England

Client: O2

Despite being the world’s number one rugby team, in the lead up to the 2025 home Women’s Rugby World Cup only 38% of fans could name a single player. O2 set out to close this "visibility gap" and drive commercial consideration among a younger, diverse audience (18-24s).

The campaign centred on a high-octane film, “England, meet England,” depicting the squad skydiving into Allianz Stadium – a powerful metaphor for their explosive arrival into the national consciousness. As England triumphed, the creative evolved reactively into “England, meet your champions,” cementing their status as icons. The campaign successfully sparked a cultural movement, delivering 130 million impressions and achieving ad recall double the industry norm. Crucially (and a bit emotionally), it shifted perception: player recognition jumped from 38% to 54%, and 61% of 18-24s were inspired to find out more. The strategy also validated that sports connection can drive business outcomes: O2 saw a 51% increase in consideration among 18-24s, with positive brand sentiment rising 65%. The final became the year's most-watched rugby match (5.8m), proving O2 successfully introduced the nation to its new obsession.