The Rugby World Cup was played in New Zealand.

So before the team left we asked 3 key players, Brian O'Driscoll, Paul O'Connell and Jonny Sexton, to arrive in a local park in Dublin and invite the residents out for a game.We shot the day and the game and made a 40" TV ad and sponsorship stings inviting supporters to ‘Play them Next’. Supporters who fancied a game could register or vote for their local area online at http://bethedifference.ie. As this entry goes out we await results for the final area to play the whole Irish team.

Over 2,500 communities, neighbourhoods and rugby clubs got together and entered.

Over 80,000 votes were cast.Facebook visits doubled.O2 increased the gap as ‘brand most associated with Irish Rugby’ over nearest competitors from 8% to 25%.Standard prepay churn rate among customers who have interacted with our rugby activity is now 5% less than a customer who hasn’t interacted. This means that we have saved over 4,000 customers.The campaign generated lots of free media coverage too (not calculated yet).