Remember those carefree days when travelling around Europe was like a walk in the park? For most that is a distant memory, although with Covid seemingly in decline many EU countries are starting to lift their travel restrictions.
However, for those keen to get away, another road-block awaits in the form of post-Brexit red tape, including long queues at border control, proof you have enough money for your stay, sufficient healthcare cover, a driving permit, ensuring you have at least three months left on your passport, and the prospect of a new visa system.
But perhaps the biggest bugbear is the reintroduction of the dreaded mobile roaming charges. Enter a new campaign from O2, the only major mobile operator which is allowing customers to maintain inclusive roaming while in the EU, using data, calls and texts just as they would in the UK.
“Roam Freely” is designed to tap into rising consumer confidence as the travel industry prepares for a comeback, with half of Brits planning two or more holidays in 2022.
Devised by VCCP London, content studio Girl&Bear and Havas Media, the spot opens to a paparazzi style chorus of clicking cameras as the O2 robot brand mascot Bubl gets ready to board a flight to Europe. The soundtrack builds to an upbeat tempo (understatement of the year), brought to life through a whirlwind of static shots, as Bubl is whisked off to its first European destination.
Bubl is then seen taking viewers on a “hassle-free adventure” across Europe, through a rapid series of selfies capturing the magic of holiday hotspots including Lisbon, Paris and Rome, even managing to squeeze in a quick stop to the French Alps for a ski trip.
In the creative, viewers see Bubl kitted out with various holiday accessories including sunglasses, ski goggles and even a snorkel. The film – which to be fair would not be suitable for anyone with epilepsy – draws to its manic close with Sean Bean rattling through the strapline: “The only major network that isn’t bringing back EU roaming charges for anyone. Up to 25GB.”
O2, Virgin Mobile & Virgin Media O2 marketing director Simon Valcarcel is chuffed: “More so than ever, 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. We’re very proud to say that we’re the only major UK network not to reintroduce EU roaming charges and want to celebrate that our customers will be able to ‘Roam Freely’.”
VCCP London creative director David Masterman added: “How much are we all looking forward to travelling again? Holidays are back and everyone’s favourite little blue robot, Bubl, has been on a joyous European tour. Our ‘Roam Freely’ campaign showcases that O2 is the only major network that won’t fleece you with roaming charges.”
So, what is the consensus around the Decision Marketing office?
Well, maybe we’re getting old; maybe we’ve got used to a slower pace of life in the Covid world, but this ad is simply too manic – the rap soundtrack is frenzied while Sean Bean’s voiceover sounds more like The Laughing Gnome. It’s almost as if they’re trying to cram a 60-second ad into a 30-second one but instead of trying to cut down the content they just sped it up. The result? A blur of images and a splitting headache.
Then again, according to the credits, the soundtrack is by a rap band called Noisy and the audio post-production company is called 750MPH, so what do we expect?
Maybe younger consumers will lap it up and all flock to O2 to take full advantage of free roaming. You never know.
Decision Marketing Adometer: A “calm down, calm down, will ya?” 6 out of 10