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Virgin Media O2 launch Roam Freely roaming campaign

O2 has today launched ‘Roam Freely,’ a new integrated marketing campaign designed to highlight how O2 is helping its customers holiday without the hassle of European roaming costs. Instead, customers will maintain inclusive roaming while in the EU, using data, calls and texts just as they would in the UK.

To bring the fresh new creative to life, O2 tapped into rising consumer confidence as the travel industry braces for a comeback, with half of Brits planning two or more holidays in 2022. For the first time ever, Bubl, O2’s reliable little blue robot, is seen jet setting across Europe as it enjoys a whistle stop tour of Europe’s finest cities following the two year disruption to travel. O2 worked with UK agency of record, VCCP London and content studio Girl&Bear, to mastermind the new campaign which sees Bubl ‘Roam Freely’

The new spot celebrates the magic of worry-free wanderlust as the 30” hero film opens to the chorus of clicking cameras as Bubl, oozing stardom status, gets ready to board a flight to Europe. The soundtrack builds to an upbeat tempo, brought to life through a whirlwind of static shots, as carefree Bubl is whisked off to its first European destination. Bubl takes viewers on a hassle-free adventure across Europe, through a series of playful selfies capturing the magic of holiday hotspots including Lisbon, Paris and Rome, even managing to squeeze in a quick stop to the French Alps for a ski trip. In the playful creative, viewers see Bubl kitted out with various holiday accessories including sunglasses, ski goggles and even a snorkel. The film draws to a close with O2 spotlighting its commitment to its customers and heroes the strapline ‘The only major network that isn’t bringing back EU roaming charges for anyone. Up to 25GB’

The creative for ‘Roam Freely’ marks a step change from previous O2 campaigns which have featured the friendly robot, Bubl. The use of static images in film is the first of its kind for O2, the format of which is designed to tell the story of Bubl roaming freely throughout Europe. The playful ‘Roam Freely’ campaign is a follow up to the tactical ‘Odd One Out’ campaign launched in January to celebrate Virgin Media O2’s announcement not to reintroduce roaming charges in the EU for its customers. 

Simon Valcarcel, Marketing Director at O2, Virgin Mobile & Virgin Media O2 said: “Our ‘Roam Freely’ campaign is a playful reflection of Britain’s mood as the nation gets excited about the prospect of travelling again. More so than ever, after two Covid disrupted years for travel, we’re delighted to be able to give our customers that extra benefit to make their holidays even more special. We’re very proud to say that we’re the only major UK network not to reintroduce EU roaming charges and want to celebrate that our customers will be able to ‘Roam Freely’!”

David Masterman, Creative Director at VCCP London added: “How much are we all looking forward to travelling again? Holidays are back and everyone’s favourite little blue robot, Bubl, has been on a joyous European tour. Our ‘Roam Freely’ campaign showcases that O2 is the only major network that won’t fleece you with roaming charges.”

The integrated campaign by O2 is live from today and will run until the end of March across hero TV spots including This Morning, Coronation Street and Saturday Night Takeaway.  ‘Roam Freely’ will also roll out across multiple formats including digital and supporting social platforms. Media has been planned and executed by Havas Media. PR is supported by Hope&Glory.

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