Sledge creates huge Rugby World Cup screenings

O2's brand experience agency, Sledge, created live public screenings of the Rugby World Cup semi-final and final at The O2 in Greenwich.

Both events proved to be the largest public screenings of each match outside of Paris, with visitor numbers exceeding 5,000 and 9,000 respectively.

For the semi-final, Sledge installed a 10m x 5m screen along with staging and accompanying PA systems into the London Piazza at The O2.

The same installations were used for the final, along with the permanent outdoor 8m x 4m screen in Peninsula Square for a second viewing area.

The event was attended by O2 customers and guests, along with broadcast crews from Sky and ITV, who filmed crowd reactions for use in their programming.

The Sledge team was responsible for managing these crews, as well as creating a variety of crowd entertainment to keep spirits up.

Pre-match entertainment at both screenings involved a wide range of video clips to warm up the crowd, including comedy sketches from Austin Healey and highlights from the 2004 World Cup Final.

A variety of bands and DJs provided musical entertainment, and a question and answer session with rugby player Ben Cohen and Jonathan Hill was hosted by TV presenter Mark Durden Smith.

Sledge also created the famous O2 blueroom, offering VIP treatment for O2 customers for both events, offering massages, an exclusive bar area and seating.

A total of 200 lucky customers also received a complimentary 2007 England rugby shirt.

Sledge sales and marketing director Ian Irving said: "To be able to offer O2 customers a screening in such a fitting venue was great, and the turn-out for each match showed phenomenal support for the team.

"We had just a few days to create each event, but they proved to be a great success".

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