O2 has launched a new brand campaign to position itself as the go-to network to avoid exorbitant roaming charges whilst holidaying abroad this summer.
The service provider claims that its network will maintain inclusive roaming within the EU, allowing customers to use their data, calls and text just as they would in the UK up to 25GB.
Designed by London-based VCCP, the campaign will be spearheaded by a 40-second spot premiering on Celebrity Gogglebox, with a further extensive roll-out across out-of-home in travel-related locations such as airports, trains, train stations and the TfL network.
Additional materials will be pushed out across online video, display, radio and cinema – with a deluxe version of the spot airing before screenings of Marvel’s latest Thor blockbuster. The campaign will also run across social media platforms Twitter and TikTok.
As part of the campaign, O2 will offer prizes and opportunities to customers through a partnership with holiday package provider, Jet2Holidays.
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“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,” Virgin Media 02 marketing director, Simon Valcarcel said.
“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.”
VCCP London creative director, Kimberley Gill added: “Instead of highlighting what other networks may not be doing to help their customers abroad, we wanted to celebrate that O2 lets you roam for free.
What I love about the campaign is it’s so wonderfully daft, a rallying cry to go out, and do it all, and share it all! Share My Clogs might sound frivolous, but it couldn’t be more hardworking.”
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