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By Hannah Bowler | Journalist

May 26, 2022 | 3 min read

O2 has become the latest sponsor of ITV’s Love Island to bolster its long-term ‘Roam Freely’ campaign.

As the official network sponsor of series eight, O2 will have access to exclusive content hosted on Love Island platforms with O2 branding. O2 has leveraged its brand mascot Bubl for the sponsorship campaign, implanting the robot into the Love Island villa.

The sponsorship forms part of O2’s wider campaign to tell UK consumers it is the only major network that doesn’t charge customers to roam in Europe. O2 will be reinforcing this message throughout its Love Island campaign.

The sponsorship campaign will roll out with a 10-second TV ad and launch ads on Q2’s social channels, which will then be supplemented by BVOD and display creative. O2 stores will also house promotional ads and Love Island merchandise.

Through O2’s Priority scheme the network will run Love Island-related offers and give audiences a chance to win tickets to Love Island’s after-show Aftersun and the finale. A big part of the deal will see the network develop Love Island-related features and functions on the social platforms. On Twitter O2 has helped create formats to notify fans of news and giveaways; for TikTok there will be ad takeovers and options to ‘super like’ and vote, and on Instagram Stories fans can share content from elements of O2’s campaign.

VCCP London, the agency behind O2’s ‘Roam Freely’ campaign, has executed the creative behind the sponsorship. VCCP London’s creative director Kimberley Gill said there is “no bigger cultural moment to be part of that perfectly embodies O2’s Roam Freely message.” O2 also worked with product services firm Bernadette and content producers Girl&Bear.

Havas Media Group UK and sister agency Havas Entertainment Jump brokered the deal with ITV. With European travel on course to return to pre-pandemic levels this summer, Havas Media Group UK’s planning partner Kathryn Harding said there was “no better or more relevant time to have partnered with Love Island and drive attention for O2’s roaming message, not least as travel choices and excitement returns for so many.”

O2 joins eBay, Reddit, Boots and Screen With Envy, which have already been announced as Love Island series eight sponsors.

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