Skipper

O2 launches ‘Share My Clogs’ integrated campaign about EU roaming charges

Will Taylor

O2 has launched ‘Share My Clogs’, an integrated campaign designed to remind customers that they can holiday this summer without EU roaming charges. O2 will maintain inclusive roaming while in the EU, so customers can use data, calls and texts up to 25GB.

The campaign leads with a 40 second spot which will premiere on Celebrity Googlebox. All media was planned and handled by Havas Media UK and supports the existing strategy to activate all media in a travel context.

Supporting TV, the campaign will also roll out across multiple formats including OOH in travel environments including airports, trains, train stations and TfL, a Daily Telegraph ‘Travel’ takeover and O2 ads served on Trip Advisor. It will be further supported through OLV, display, radio, cinema and supporting social platforms including Twitter and TikTok.

O2 will also partner with travel influencers Emma Cooke and Leesh Brock on TikTok to encourage their followers to share content with the hashtag #O2RoamFreely. On Twitter, O2 has created a holiday content generator where Twitter users will be able to respond to O2 tweets using the same hashtag (#O2RoamFreely) with a European flag emoji to discover facts about the location.

Simon Valcarcel, Marketing Director at Virgin Media O2 said: “Summer is here and you can certainly feel the energy and excitement in the air. ‘Share my Clogs’ is the third chapter in our Roam Freely campaign and it’s a reflection of how Brits are embracing travel abroad this year. 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 determined to ensure the nation knows that we’re the only major UK network not to reintroduce EU roaming charges so that our customers can roam freely and share selfies, snaps and stories without any hassle.”