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O2 England Rugby ad removed from Scotland after out-of-home site blunder


By John McCarthy, Opinion Editor

July 28, 2015 | 2 min read

England Rugby World Cup sponsor O2 was left red faced after an outdoor ad for the team appeared at sites throughout Scottish capital Edinburgh.

First spotted by the Scotsman, the digital displays were promoting an England Rugby event on 9 September featuring performances from boyband Take That.

O2 said the ads were erected in Scotland by mistake with many onlookers surprised that the ‘auld enemy’ was advertising north of the border. O2 added that the digital executions will be replaced with alternative marketing material.

An 02 spokeswoman said: “We made a mistake. ‘The Wear the Rose’ poster is intended only for sites in England. We’re taking it down as soon as we can and replacing it with another element of our Priority campaign.”

Earlier this summer, Microsoft failed to adapt its ads to Scotland with a Cortana slot asking the cricket scores being widely mocked. As a result, the businesserected a personal ad on the East End bus specifically talking to the first complainant of the incident on social media.

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