As the only major network to offer inclusive EU roaming as standard, O2’s summer campaign by VCCP London focuses on the rewards and experiences O2 allows holiday travellers, illustrating the rewards of having no roaming charge worries. Only O2/Roaming is the second campaign in the Only O2 series featuring popular mascot, Bubl. The new work was created with the same director and visual approach of the previous campaign. VCCP’s global content creation studio Girl&Bear once again worked with director duo, thirtytwo, and Anonymous Content on the new Roaming film. Creative digital agency, Bernadette, also worked across the integrated campaign to bring digital, social and online elements to life.
David Masterman, Deputy Executive Creative Director at VCCP, stated, “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.”
Vodafone’s summer campaign, The Nation’s Network, stays in the UK. Its 60-second film that follows a Vodafone-branded ice cream van driven by Roman Kemp, the new face of the brand. The film highlights the moments and experiences that make the UK summer truly unique, while illustrating the breadth of Vodafone’s network coverage. The full campaign covers TV, BVOD, cinema, OOH, social, PR and display, with the creative introducing a variety of scenarios where connectivity and technology play a crucial role in people’s lives.
Billboards will cover major UK city, including Birmingham, Edinburgh, Glasgow, Cardiff, Liverpool, London, Belfast and Newcastle, sporting taglines such as “Pin drop like it’s hot” and “Live streaming. Ice creaming”, that demonstrate how Vodafone’s services bring people together. The creative will also be updated for iconic British events, Glastonbury, and Wimbledon, for which Vodafone is the Official Connectivity Partner.
Mark Elwood, Chief Creative Officer, Leo Burnett UK, stated,”Our proprietary research platform, PopPulse, found that the nation is feeling increasingly disconnected from one another. However, despite their difficulties, people are becoming more hopeful about the future, and that hope starts at home with their families and friends. This insight is at the centre of our creative platform, “The Nation’s Network”. We wanted to illustrate how Vodafone connects and strengthens the bonds that bind us all. The result is work filled with heart, hope, and togetherness. After all, connecting with others is a salve for negativity, and we’re tapping into that this summer.”
