O2 Helps Travellers Find the Beautiful Game in Beautiful Places
Together with O2, we have launched 'Find the beautiful game in beautiful places', a new integrated campaign to celebrate the freedom of inclusive EU roaming.
While holidays are usually about finding hidden gems and soaking up local culture, this summer brings an added priority for many travelers: tracking down the best spot to watch the football. As the only major UK network that lets customers roam freely in the EU up to 25GB at no extra cost, O2 is giving holidaymakers the data they need to stream, search, and navigate their way to the match, wherever they happen to be.
At the centre of the campaign is a short film developed by our global content creation studio Girl&Bear. The film follows two teenagers who use their roaming data to navigate the winding streets of a sleepy European town, eventually discovering a lively local social club where they can watch the game.
Running alongside the film is an out-of-home campaign shot by Tom Cockram, featuring classic European holiday scenes that naturally form the visual ‘O’ of the O2 logo. To help customers get even more out of their trips, O2 is also offering perks like free Super Duolingo lessons to brush up on local languages and discounts on Voi e-bikes to help them explore.
"Holidays are no longer about tourist experiences, instead, holidaymakers want to find authentic local culture and hidden gems to explore. As the only major UK network offering all of our customers inclusive EU roaming at no extra cost, we’re providing the ultimate travel essential for spontaneous discovery and adventure. By tapping into the cultural power of the football this summer, this campaign beautifully captures the human thrill of the unknown and brings our ‘Essential for Living’ proposition to life."
Rachel Swift, Director of Brand and Advertising at Virgin Media O2
"O2 is the only major UK network that doesn't charge their customers extra for EU roaming. This summer, for many travellers, that’s going to mean just one thing; finding the game. Whether it’s finding a football-loving speakeasy, or streaming the match on the beach. We've created a proper showcase for how data roaming has evolved from a simple utility into an essential tool."
David Masterman, Executive Creative Director
The campaign is running nationwide across TV, cinema, online video, outdoor, social, and radio through to late July.