To thank fans for their support, we handed over the roof of our iconic London venue The O2 for the first time ever, allowing fans to showcase their support like never before.

We’ve seen some impressive 3D projection mapping activations over the years, with buildings like Battersea Power Station and Sydney Opera House transformed. However, no-one was exploiting the potential of the latest projection mapping technology. No-one had ever projected onto London’s greatest blank canvas – The O2 arena. And no one had ever placed fans’ messages of support onto a 948,000 square foot dome and sent an image back via real-time GIF.

We wanted to push boundaries by completely transforming an iconic landmark, creating the world’s largest and most complex projection to date.

Rose on the Roof was born.

We created Rose on the Roof, transforming The O2 into a real-time interactive platform for fans to showcase their support.

Creating Rose on the Roof was a hugely complex undertaking. We installed over 70 projectors on the famous, 100 metre high yellow masts of The O2 as well as 144 moving lights and 12 mast cameras. We utilised all the military-grade cable stock available in the world (over 13km of it). We needed every last centimetre to deliver a project of this scale.

The social mechanic was simple; tweet your message using #WearTheRose to have your message projected onto the roof, and receive a 360? GIF and image of your projected tweet back to your account in real-time.

We launched Rose on the Roof on 15 September 2015 with a unique piece of video content unveiling our record-breaking projection. The projection show was synced to ‘Jerusalem’, performed by England Rugby’s official singer Laura Wright.

When England were knocked out, instead of closing the activation, we teamed-up with Twitter and opened up the roof of The O2 to all rugby fans across the world.. Fans from all over the globe at every level of the game got involved, from supporters of the Argentinian team to members of Warlingham RFC a few miles down the road from Rugby HQ at Twickenham.

Fan engagement

50,000 fan messages projected onto The O2.

211k social media mentions during RWC from Rose on the Roof launch 15/9/15 to 31/10/15

Total social media reach: 93.6 million (Source: Millward Brown)

#WearTheRose had 67% share of voice on social media against all other Rugby World Cup brands (Source: Twitter).

“O2 made fans of England's Rugby Team part of a global celebration of rugby by lighting their names on The O2 arena. A great use of Twitter to bring fans closer to their team.” Alex Trickett - Head of Sport, Twitter UK.

Unique tech activation

We created the world’s largest ever 3D projection mapping show.

Rose on a Roof was a true world first, making it impossible to ignore O2.

“The roof projection was a brilliant example of O2’s continued ambition to break the rules and combine the power of their sponsorship assets into one activation.” Paul Samuels, Executive Vice President, AEG.

Most talked about rugby brand

521,000 organic video content views.

17.4 million PR reach across online, broadcast and print.

Brand Buzz: Significant uplift in buzz during September, with O2 leading competitors. Score peaked at 4.4 on 15th September (launch day) with 81.6% positive sentiment (Source: YouGov).

74.8 million OTS from 50 pieces of coverage at launch, including Evening Standard, The Sun, Daily Telegraph, Daily Mail Online, BBC Breakfast & ITV News.

#WearTheRose was O2’s most successful ever social media campaign, generating 5.3 million acts of support for the England Rugby team.