Share my Clogs

O2 has today launched ‘Share my Clogs,’ a new integrated campaign designed to remind customers how they can holiday this summer without the hassle of European roaming costs. Unlike all other major networks, customers of O2’s award-winning network will maintain inclusive roaming while in the EU, using data, calls and texts just as they would in the UK up to 25GB.

Signifying a new playful creative direction, the energetic campaign taps into the magic of holidaying with an unexpected twist as a pair of clogs become the icon for O2’s promise of infinite holiday sharing whilst abroad. Building on the ‘Roam Freely’ campaign launched earlier this year which saw Bubl jetset across Europe and O2’s sponsorship of ITV’s Love Island, the creative echoes the sentiment of the nation as consumers embrace travel abroad this summer.

The campaign leads with a 40” spot which will premiere on Celebrity Gogglebox and celebrates the magic of worry-free wanderlust with the help of Bubl who shows just how easy it is to go abroad and keep loved ones updated with the latest travel content. The film opens with a scene of serenity as Sean Bean announces to viewers; ‘did you know you can still Roam Freely in the EU with O2?’ He is then interrupted by an O2 customer, voiced by Robert Webb who demonstrates exactly how much holiday content he’s able to share whilst abroad - from quirky clogs, to beret-wearing dogs, strudels and even touristy, naff doodles. The uniquely composed track brings a big orchestral feel to the film which compliments the action packed creative as it highlights exactly how people feel when they go on holiday and closes with O2’s commitment to customers, ‘We’re better, connected.’

All media was planned and handled by Havas Media UK (part of Havas Media Group UK), and supports the existing strategy to activate all media in a travel context. Supporting TV, ‘Share my Clogs’ will also roll out across multiple formats including OOH in travel environments including airports, trains and train stations and TfL, a Daily Telegraph ‘Travel’ takeover and O2 ads served on Trip Advisor. It will be further supported through OLV, display, radio as well as cinema which makes a return for the first time in several years for O2, with a bronze spot in this summer’s blockbuster Thor, as well as supporting social platforms including Twitter and TikTok.