O2 launches campaign to show a world without roaming fees

With summer holiday season finally back again, the UK’s best network for roaming, O2, is launching its brand-new through the line roaming campaign to remind the nation that O2 is the only major UK network not to charge customers extra for EU roaming.

The roaming campaign ties into the new brand ethos, ‘See What You Can Do’, which focuses on turning industry ‘do nots’ into ‘can dos’ and aims to highlight that while other major networks may charge travellers extra to roam abroad, O2 customers can continue to ‘Roam on’ and travel without hidden roaming charges.

‘Roam on’ kicks off today with a brand-new 40” TVC which features O2’s loveable blue robot, Bubl, and will run across TV, cinema, BVOD and OLV. Set to Lizzo’s catchy anthem ‘Phone’ the film follows a series of holidaymakers and their holiday dramas after having to turn roaming off on their phones. The ad resolves with Bubl switching on an O2 customers’ data roaming, helping her find her way and enabling her to stride off towards an epic holiday.

O2 worked with UK agency of record, VCCP London, Product and Service innovation company, Bernadette, and global content studio, Girl&Bear, to mastermind the new creative campaign.

The visual play with the “Roam on” toggle will extend beyond AV and into other channels, with holiday makers set to see warning signs about the imminent loss of inclusive data for those not on O2 displayed in and around airports. People visiting The O2 will be reminded about the ability to stream their favourite songs abroad, with O2 customers being reassured via targeted ads online and non-customers being reminded to switch before they travel.

Richard Nott, Creative Director at VCCP London added: “It turns out that EU roaming charges are so annoying that it’s not just us humans that hate them – even little blue robots do too.  That’s why Bubl’s determined to do something about them this summer, so we can all Roam On at no extra cost from our lilos and sunbeds.”

As part of the campaign and following a hugely successful partnership in 2022, which alongside the wider roaming campaign reached 98.4% of UK adults^[2], O2 has signed up to be the official network partner of ITV’s hit show, Love Island, for a second year running. Targeting a younger audience, the campaign will see loveable brand mascot, Bubl, take up the role of a Love Island fan and insider, providing exclusive access to the Islanders at key moments and serving up sizzling content throughout the season.

The ‘Roam on’ campaign from O2 is live from today and will run until 13th August across TV, BVOD, cinema, OOH, radio, YouTube, Social and across O2 owned channels including stores and online.