Entered by: MSQ Sport + Entertainment

The Red Roses dominated World Rugby – but the nation didn’t know their names.

World number one, yet only 38% of rugby fans could name a player, with awareness lagging 16% behind the men’s team.

As a 30-year partner of England Rugby, O2 made it our mission to close this gap using the brand’s power to reach millions.

Our audacious goal demanded an equally bold idea: “England, Meet England” – the biggest integrated campaign in women’s rugby history.

From a jaw-dropping TV ad with skydiving players to nationwide OOH, player-powered social content, Chabuddy G collab, O2 retail takeovers, an iconic Lioness connection and even renaming The O2 – the Red Roses became unmissable.

The results changed the game: 50% felt more positive about O2 with a 51% consideration uplift. 54% of rugby fans can now name a Red Roses player.  Most importantly, the campaign closed the gender awareness gap from 16% to 1%.