WATCH: O2 launches ‘Only O2/Roaming’ campaign

O2 has launched a new fully integrated campaign, ‘Only O2/Roaming’, to showcase it is the only major network to offer inclusive EU roaming as standard.

In partnership with creative agency, VCCP London, the campaign is part of the telecom giant’s Only O2 campaign series which features its mascot, Bubl, and a real-life family enjoying a memorable, worry-free holiday without concerns about roaming charges.

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The 60-second ad follows Bubl and his family through Italy and Greece, using their phones for navigation, getting language tips and taking pictures, all thanks to O2’s inclusive EU roaming.

Partnering with the same director and maintaining the visual style of the previous campaign, the new spot captures spontaneous moments from a European road trip, showcasing scenarios where holidaymakers use their phones effortlessly.

The campaign runs across TV, cinema, radio, OLV, social, retail, D/OOH and O2-owned channels with a special continuity TV spot with ITV set to run during Euro 2024 coverage.

The campaign will run until the end of August with media planning and buying led by MG OMD.

Virgin Media O2, Director of Brand and Marketing, Simon Groves said: “We all know that holiday feeling of touching down ready to relax, but imagine the feeling of facing fees just for using your phone while you’re away.

“That’s why we are proud to offer our customers inclusive EU roaming at no extra cost in 49 European destinations. So, whether it’s snapping the scenery, making memories with family or navigating around town, our customers have one less thing to worry about.”

VCCP London, Deputy Executive Creative Director, David Masterman, added: “We’re all petrified of roaming charges; the thought of coming home from holiday and being greeted with a bill so eye-watering that you have to mortgage the cat.

“This film celebrates all the things you can do when your roaming is included. Picking up where we left off in our Priority film with Bubl being a genuine part of a group for an authentic take on the benefits that O2 offers to its customers.”