O2 Launches New Campaign to Remind the Nation What a World without Roaming Feels Like

With summer holiday season finally back again, the UK’s best network for roaming, O2, is today 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.

Simon Groves, director of brand and marketing at Virgin Media O2 said: “Whether heading to Malta or Mallorca, our latest roaming campaign showcases the magic our customers can experience when travelling across Europe thanks to no hidden roaming charges on O2. The campaign brings to life Bubl’s playful yet helpful approach to showing our customers how they can keep connected and use their phone as they would at home, avoiding any last minute struggles to download music, find their hotel or translate a questionable menu choice!”

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, 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 Love Island campaign launched on June 5th with a 10’’ TV ad voiced by the narrator of Love Island, Iain Stirling, and is running in ad breaks throughout the show. Social media content will go live night and day across O2 and Love Island social channels and viewers will have a chance to enter the villa digitally by turning on a special TikTok branded effect, enabling them to recreate their favourite bombshell entrances from the show. This year Love Island fans will also be in with a chance to win tickets to the final including flights and accommodation in Mallorca. This year's partnership will extend to a new sponsorship of the Love Island Lookout content series on Love Island's Instagram, where ex-islanders will dish the goss on this year’s season.

A targeted media campaign executed through Manning Gottlieb OMD will target non-O2 customers, encouraging them to recouple and roam on with O2 using show language such as “Roaming charges giving you the ick”, as well as showcasing funny Love Island footage around key series moments. The creative will also roll out in OOH, O2 retail stores across the country and across Love Island inventory such as the Love Island app; all highlighting the Love Island visual world and sunny climes of Mallorca whilst reinforcing the ‘Roam on’ proposition. 

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