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By Amy Houston | Senior Reporter

June 30, 2022 | 3 min read

In the third chapter of its ‘Roam Freely’ campaign, O2 and agency partner VCCP London have released a short spot featuring Bubl the robot – this time wearing clogs in Amsterdam.

‘Share My Clogs’ opens with a scene of serenity as Sean Bean asks viewers: “Did you know you can still roam freely in the EU with O2?” The actor is then interrupted by an O2 customer, voiced by comedian Robert Webb, who demonstrates exactly how much holiday content he’s able to share while abroad – including clogs, beret-wearing dogs, strudels and even touristy doodles.

Premiering during Celebrity Gogglebox, the campaign will be amplified by out-of-home (OOH) activations, radio, cinema (a first in several years for the provider), social media and online video (OLV). Media was planned and handled by Havas Media UK.

“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,” said Simon Valcarcel, marketing director at Virgin Media O2.

“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.”

O2 will also partner with travel influencers Emma Cooke and Leesh Brock on TikTok as they share their most fun holiday content and encourage their followers to post their versions using the hashtag #O2RoamFreely.

“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,” added Kimberley Gill, creative director at VCCP London.

“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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