Telecoms brand O2 is celebrating the “freedom” that it can offer its customers when travelling abroad in a new campaign that spotlights its free roaming proposition.
Developed in collaboration with agency of record VCCP, this latest spot forms part of the firm’s ongoing ‘Essential for Living’ brand platform, which highlights how network providers can play a vital role in helping people stay connected.
Narrated by Hollywood star Sean Bean, ‘Roam free, breathe free’ showcases how O2 offers its customers free roaming across 49 European markets.
“O2’s campaign reframes inclusive roaming not just as a value proposition, but as a way to feel more spontaneous, more present, and more alive,” said Simon Valcarcel, marketing director at Virgin Media O2.
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“The freedom that comes with being able to travel and stay connected without stress is bar none. This campaign captures that feeling of possibility and spontaneity that defines great travel: it’s emotional, it’s human and it brings our ‘Essential for Living’ proposition to life.”
The omnichannel push will run across TV, video-on-demand, online video, press and social media, supported by out-of-home activations, including strategic placements at airports. Media planning and buying was handled by MG OMD.
David Masterman, ECD at VCCP added: “O2 is the only major network not to charge extra for roaming. We wanted to remind people how good that feels.
“A quiet moment in the middle of nowhere with just a friend, a Vespa and a navigation app. Uninhibited by a lack of data. Super simple, and a proper showcase for how the brand is evolving.”
