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By Amy Houston | Senior Reporter

June 16, 2023 | 2 min read

It’s part of the network’s Summer-long Love Island partnership.

O2 wants to remind everyone that it’s the only major UK network not to charge customers extra for EU roaming when abroad. In the fun spot, viewers see various holidaymakers in a series of dramatic situations due to having to turn roaming off on their phones. From directions to ordering food in restaurants, each person could have benefitted from the help of the internet. In the end, O2 mascot Bubl comes to the rescue.

Simon Groves, director of brand and marketing at Virgin Media O2, said: “Whether heading to Malta or Mallorca, our latest roaming campaign showcases the magic our customers can experience when traveling across Europe thanks to no hidden roaming charges on O2. The campaign brings to life Bubl’s playful yet helpful approach to showing our customers how they can keep connected and use their phone as they would at home, avoiding any last-minute struggles to download music, find their hotel or translate a questionable menu choice!”

Fans of Lizzo will recognize the singer’s hit song Phone throughout the ad, which was created by the agency of record VCCP London.

Richard Nott, Creative Director at the creative shop, added: “It turns out that EU roaming charges are so annoying that it’s not just us humans that hate them – even little blue robots do too. That's why Bubl’s determined to do something about them this summer, so we can all Roam On at no extra cost from our lilos and sunbeds.”

To coincide with the spot, the Love Island campaign launched on June 5 with a TV ad voiced by the show’s narrator Iain Stirling and is running in ad breaks throughout the show.

The ‘Roam On’ campaign will run until August 13 across TV, BVOD, cinema, out-of-home, radio, YouTube, social and across owned channels.

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