Telecom firm O2 has launched a new campaign this summer aimed at reminding consumers of its unique position as the only UK network not to charge extra for roaming in Europe.
Led by the brand’s friendly robot mascot Bubl, the creative explores what a world without roaming might feel like through a range of nightmarish holiday scenarios.
Developed by agency of record VCCP, the campaign will run across TV, cinema, broadcaster video-on-demand, online video, out-of-home, cinema, radio and social media until 13 August.
As part of wider activity surrounding the campaign, O2 has signed up to be the official network partner of flagship ITV reality show Love Island for the second year running.
The creative will see Bubl take up the role of a Love Island fan across a range of content including a 10-second spot, and various social media activations.
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“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,” Virgin Media O2 director of brand and marketing, Simon Groves said.
“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!”
With media planning and buying handled by MG OMD, assets will be focused on ‘re-coupling’ consumers with the network provider by using Love Island themed language such as “Roaming charges giving you the ick”.
VCCP creative director, Richard Nott 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.”
