THE BRIEF
Despite being the world's best rugby team, the Red Roses had a visibility problem. Only 38% of rugby fans could name a single player, a 16% awareness gap behind the men's team. With the 2025 Women's Rugby World Cup coming to England, the hosts needed more than match coverage; they needed to become household names. O2's ask was bold: Close the gender awareness gap and make these world-class athletes impossible to ignore.

THE IDEA
The Red Roses didn't need polish, they needed personality. Enter Chabuddy G, Britain's most delusional entrepreneur from BBC's People Just Do Nothing. We made him the team's self-appointed PR guru, media trainer, and hype man. The twist? THE JOKE WAS ALWAYS ON HIM. While Chabuddy fumbled terminology, designed a leopard-print monstrosity, and coached players on skills they'd already perfected, the Red Roses' talent, wit, and personalities shone through. It was comedy that celebrated women's rugby on its own terms, entertaining, authentic, and impossible to scroll past.

THE EXECUTION
A five-part social-first comedy series featuring Chabuddy G as "Cha-Rugby G," launched across YouTube, Meta, and TikTok. 

THE RESULTS

• Red Roses awareness increased 35% 

• Gender awareness gap closed from 16% to 1%

• 54% of rugby fans can now name a Red Roses player (vs 38% pre-campaign)

• 43% of campaign viewers wanted to learn more about the Red Roses

• 50% felt more positive about O2 (65% among 18-24s)

• 33% more likely to consider O2 products/services (51% among 18-24s)