{"id":18320,"date":"2024-05-31T11:37:12","date_gmt":"2024-05-31T10:37:12","guid":{"rendered":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18320"},"modified":"2024-08-11T11:00:35","modified_gmt":"2024-08-11T10:00:35","slug":"o2-roaming","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/o2-roaming","title":{"rendered":"Only O2\/Roaming"},"content":{"rendered":"<div class=\"lazyblock-video-26Tss8 wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/951431433?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-2oPKSG wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n        <p><span style=\"font-weight: 400\">As the only major network to offer inclusive EU roaming as standard, <\/span><b>O2<\/b><span style=\"font-weight: 400\"> has today launched a new, fully integrated campaign titled <\/span><i><span style=\"font-weight: 400\">\u2018Only O2\/Roaming\u2019<\/span><\/i><span style=\"font-weight: 400\">, from its agency of record <\/span><a href=\"https:\/\/www.vccp.com\/\"><b>VCCP London<\/b><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The second phase of the Only O2 campaign series, Only O2\/Roaming switches focus from the rewards and experiences available on Priority to O2\u2019s inclusive EU Roaming offering, demonstrating the benefits of being an O2 customer through Bubl and a real-life family enjoying an unforgettable and carefree holiday &#8211; without the worry of roaming charges.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Working with the same director and mirroring the visual approach of the previous campaign, the new creative highlights <\/span><span style=\"font-weight: 400\">spontaneous and <\/span><span style=\"font-weight: 400\">authentic moments from a European road trip and draws on instances where holidaymakers would use their phone without having to think about <\/span><span style=\"font-weight: 400\">it.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The 60\u201d AV follows Bubl and the family as they navigate their way around Italy and Greece; checking directions, looking up idyllic sunset spots, finding language tips to communicate with locals and staying in touch with friends and family back home &#8211; all thanks to inclusive EU roaming on O2.<\/span><\/p>\n<p><span style=\"font-weight: 400\">With this year expected to be the <\/span><a href=\"https:\/\/www.unwto.org\/news\/international-tourism-to-reach-pre-pandemic-levels-in-2024\"><span style=\"font-weight: 400\">busiest ever for travel<\/span><\/a><span style=\"font-weight: 400\">, the campaign aims to evoke the feelings of spontaneity and freedom that O2 customers can enjoy, with no need to worry about unwanted roaming charges or when they\u2019ll find WiFi. Through its customer-first offering, O2 customers could save <\/span><span style=\"font-weight: 400\">around \u00a3100 in roaming fees during a two-week holiday in Europe*, helping them to squeeze even more out of unmissable holiday moments.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">VCCP\u2019s global content creation studio <\/span><b>Girl&amp;Bear<\/b><span style=\"font-weight: 400\"> once again worked with director duo <\/span><b>thirtytwo<\/b><span style=\"font-weight: 400\"> and <\/span><b>Anonymous Content<\/b><span style=\"font-weight: 400\"> on the new \u2018Roaming\u2019 film. Creative digital agency <\/span><b>Bernadette<\/b><span style=\"font-weight: 400\"> also worked across the integrated campaign to bring digital, social and online elements to life.<\/span><\/p>        \r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\t<p><b>Simon Groves, Director of Brand and Marketing at Virgin Media O2,<\/b><span style=\"font-weight: 400\"> said: \u201cWe all know that holiday feeling of touching down ready to relax, but imagine the feeling of facing fees just for using your phone while you\u2019re away. That\u2019s why we are proud to offer our customers inclusive EU roaming at no extra cost in 49 European destinations. So, whether it\u2019s snapping the scenery, making memories with family or navigating around town, our customers have one less thing to worry about.\u201d<\/span><\/p>\n<p><b>David Masterman, Deputy Executive Creative Director at VCCP<\/b><span style=\"font-weight: 400\">, added: \u201cWe\u2019re all petrified of roaming charges; the thought of coming home from holiday and being greeted with a bill so eye-watering that you have to mortgage the cat.<\/span><\/p>\n<p><span style=\"font-weight: 400\">\u201cThis film celebrates all the things you can do when your roaming is included. Picking up where we left off in our Priority film with Bubl being a genuine part of a group for an authentic take on the benefits that O2 offers to its customers.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The campaign launches today across TV, Cinema, Radio, OLV, Social, Retail, D\/OOH and O2 owned channels with a special continuity TV spot with ITV set to run during Euro 2024 coverage. The campaign will run until the end of August with media planning and buying led by <\/span><b>MG OMD<\/b><span style=\"font-weight: 400\">.<\/span><span style=\"font-weight: 400\">Only O2\/Roaming follows the success of O2\u2019s \u2018Don\u2019t Get Burnt\u2019 activity, which kicked off at the beginning of May to help holidaymakers avoid getting burnt by roaming fees &#8211; and by the sun. Based on the insight that people are more attentive to their phones than they are to sun protection, O2 merged smartphones with sunscreen to create a handy mobile accessory, \u201c<\/span><i><span style=\"font-weight: 400\">Sun Case\u201d<\/span><\/i><span style=\"font-weight: 400\">, that features a top up supply of sunscreen for quick and easy application. The limited-edition free mobile phone accessory is available at selected O2 stores across the country, while stocks last, including London, Cardiff, Birmingham, Manchester, Edinburgh and Belfast and hopes to help raise awareness of the importance of sun safety. <\/span><\/p>  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-carousel-1Q5MFt wp-block-lazyblock-carousel\">  <section class=\"fullwidth\">\r\n    <div class=\"container container--spaced-sm\">\r\n\r\n      <div id=\"imageCarousel\" class=\"carousel slide    \" data-ride=\"carousel\" data-interval=\"0\">\r\n        \r\n                \r\n        <div class=\"carousel-inner\">\r\n          \r\n                              \r\n          <div class=\"carousel-item  active\">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-1.jpeg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-1.jpeg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-3.jpeg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-3.jpeg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                              \r\n          <div class=\"carousel-item \">\r\n          \r\n                      \r\n                        <div class=\"embed-responsive embed-responsive-16by9\">\r\n              <picture class=\"embed-responsive-item\">\r\n                <source data-srcset=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-4.jpeg 1152w\">\r\n                                <img data-src=\"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-4.jpeg\" alt=\"\" class=\"lazyload d-block w-100\">\r\n              <\/picture>\r\n            <\/div>\r\n                        \r\n            \r\n          <\/div>\r\n          \r\n                    \r\n        <\/div>\r\n        \r\n                <div class=\"carousel-controls\">\r\n          <a class=\"carousel-control-prev btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"prev\">\r\n          <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-left-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Previous<\/span>\r\n          <\/a>\r\n    \r\n          <a class=\"carousel-control-next btn btn-sm btn-icon-only h5 btn-theme-black\" href=\"#imageCarousel\" role=\"button\" data-slide=\"next\">\r\n            <svg class=\"icon \"><use xlink:href=\"https:\/\/www.vccp.com\/uk\/wp-content\/themes\/vccp-theme\/static\/assets\/image\/icons.svg#icon-right-open\"><\/use><\/svg>\r\n            <span class=\"sr-only\">Next<\/span> \r\n          <\/a>\r\n        <\/div>\r\n                \r\n        \r\n      <\/div>\r\n\r\n    <\/div>\r\n  <\/section>\r\n<\/div>\n\n<div class=\"lazyblock-quote-full-width-ZOp76T wp-block-lazyblock-quote-full-width\">  <section class=\"fullwidth fullwidth--top-lg text-center\" data-aos=\"fade-up\">\n    <div class=\"container\">\n\n      <blockquote class=\"blockquote\">\n        This film celebrates all the things you can do when your roaming is included. Picking up where we left off in our Priority film with Bubl being a genuine part of a group for an authentic take on the benefits that O2 offers to its customer \n        <cite>David Masterman, Deputy Executive Creative Director at VCCP<\/cite>      <\/blockquote>\n\n    <\/div>\n  <\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":64,"template":"","class_list":["post-18320","work","type-work","status-publish","hentry"],"acf":{"capability_ids":["988"],"client_id":"10387","hero_video":"","hero_image":{"ID":18321,"id":18321,"title":"image 6","filename":"image-6.jpeg","filesize":1798143,"url":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6.jpeg","link":"https:\/\/www.vccp.com\/uk\/work\/o2\/o2-roaming\/attachment\/image-6-2","alt":"","author":"64","description":"","caption":"","name":"image-6-2","status":"inherit","uploaded_to":18320,"date":"2024-05-29 13:46:30","modified":"2024-05-29 13:46:30","menu_order":0,"mime_type":"image\/jpeg","type":"image","subtype":"jpeg","icon":"https:\/\/www.vccp.com\/uk\/wp-includes\/images\/media\/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-150x150.jpeg","thumbnail-width":150,"thumbnail-height":150,"medium":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-300x169.jpeg","medium-width":300,"medium-height":169,"medium_large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-768x432.jpeg","medium_large-width":640,"medium_large-height":360,"large":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-1024x576.jpeg","large-width":640,"large-height":360,"1536x1536":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-1536x864.jpeg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6.jpeg","2048x2048-width":1920,"2048x2048-height":1080,"Header":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-1920x720.jpeg","Header-width":1920,"Header-height":720,"Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-1920x960.jpeg","Wide-width":1920,"Wide-height":960,"Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-768x768.jpeg","Square-width":768,"Square-height":768,"Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-307x615.jpeg","Tall-width":307,"Tall-height":615,"Mobile":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-768x960.jpeg","Mobile-width":768,"Mobile-height":960,"Facebook":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-1200x630.jpeg","Facebook-width":1200,"Facebook-height":630,"Grid-Item-Square":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-768x768.jpeg","Grid-Item-Square-width":768,"Grid-Item-Square-height":768,"Grid-Item-Wide":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-768x384.jpeg","Grid-Item-Wide-width":768,"Grid-Item-Wide-height":384,"Grid-Item-Tall":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6-307x615.jpeg","Grid-Item-Tall-width":307,"Grid-Item-Tall-height":615}},"meta-title":"On the road with roaming: Bubl joins a family road trip and takes advantage of O2\u2019s inclusive EU Roaming in latest VCCP campaign","meta-description":"On the road with roaming: Bubl joins a family road trip and takes advantage of O2\u2019s inclusive EU Roaming in latest VCCP campaign","social-media-image":"https:\/\/www.vccp.com\/uk\/wp-content\/uploads\/2024\/05\/image-6.jpeg","related_content_title":"You may also like","relateditems":[{"relateditem":{"ID":18077,"post_author":"64","post_date":"2024-04-05 00:01:00","post_date_gmt":"2024-04-04 23:01:00","post_content":"<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has today unveiled a new campaign celebrating the exclusive benefits of its Priority offering in the first phase of a new fully integrated campaign titled \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Only O2\/Priority\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, from its agency of record \\u003c\/span\\u003e\\u003ca href=\\u0022https:\/\/www.vccp.com\/\\u0022\\u003e\\u003cb\\u003eVCCP London\\u003c\/b\\u003e\\u003c\/a\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePriority is O2\u2019s award-winning customer rewards scheme which offers its members a range of exclusive benefits and offers, including early access to the most sought-after events in entertainment via O2\u2019s Priority Tickets platform which hit a record of 1.4 million tickets purchased in 2023, giving customers unprecedented access to 6000+ shows and 2000 artists at more than 300 venues across the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eOver the past year, Priority members could also enjoy average savings of \u00a3700* with access to over 1,000 perks and offers from daily treats and experiences to exclusive money-saving discounts that customers can\u2019t enjoy anywhere else. Members also have the opportunity to be part of O2\u2019s Priority Gig series which has seen iconic talent such as Kylie Minogue and Sam Fender headline free intimate shows for \\u003c\/span\\u003e\\u003cb\\u003eVirgin Media\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e broadband and O2 mobile customers across the UK.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis latest campaign shows brand character, Bubl, enjoying Priority offers and experiencing a series of unforgettable nights out with friends. The campaign was cast from real friendship groups who attend gigs together, to capture the authentic energy and passion for music they share.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eIntroducing a new visual style focusing on authenticity, campaign assets are designed to give customers of other networks a sense of FOMO offering realistic imagery from a great night out. The campaign focuses on the joy of communal experiences, capturing a live music crowd at an \\u003c\/span\\u003e\\u003cb\\u003eO2 Academy\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e venue, with Bubl joining in.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe 40\u201d AV follows Bubl and friends as they enjoy 48-hour presale access to book Priority Tickets, and other gig-going perks such as queue jump, to visiting different O2 Academy venues to enjoy live music. They inevitably head to a kebab shop on their way home reliving the night out before catching the night bus home - depicting a raw, and realistic gig-going experience.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFor this fully integrated campaign, VCCP\u2019s global content creation studio \\u003c\/span\\u003e\\u003cb\\u003eGirl\\u0026amp;Bear\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e worked with director duo \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003ethirty two\\u003c\/b\\u003e\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0and \\u003c\/span\\u003e\\u003cb\\u003eAnonymous Content\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e to bring to life the new \u2018Priority\u2019 film. Additional phases of the campaign will complete a consistent series showcasing the exclusive benefits Priority members can enjoy. Creative digital agency \\u003c\/span\\u003e\\u003cb\\u003eBernadette\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e also worked across the integrated campaign to bring digital, social and online elements to life. Accompanying OOH creative heroes exclusive gigs and 48-hour presale access, featuring imagery captured on location at O2 Academy venues.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe campaign launches today with an ITVX takeover and key spots this weekend in Gogglebox and Ant \\u0026amp; Dec\u2019s Saturday Night Takeaway. This will be supported by Cinema, Radio, OLV and Social, as well as high-impact D\/OOH across the National Rail and London Underground Network. Next month, ITV will launch a brand-new music show \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eITV Studio Sessions\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e on ITV1 and ITVX, in partnership with Priority from O2. Hosted by Clara Amfo, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eITV Studio Sessions\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e aims to champion top talent across a range of music artists in the UK. All media was planned and bought by \\u003c\/span\\u003e\\u003cb\\u003eMG OMD\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cb\\u003eSimon Groves, Director of Brand and Marketing at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cPriority is our unique way of saying thank you to our customers and through our brand-new campaign, Only O2, we are enhancing our offering like never before.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cFrom intimate access to popular artists through our Priority Gig series to once in a lifetime trips across the globe, this campaign celebrates the exclusivity, access and unforgettable experiences our customers can enjoy.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201cAs we continue to build the campaign series throughout the rest of this year, we will continue to explore these themes and celebrate what makes Priority stand out.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eDavid Masterman, Deputy Executive Creative Director at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cHave you ever wondered what Bubl does when not being a brand mascot? They go to see their favourite bands with their mates.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eWe wanted to capture the real emotion and experience of a big night out. The sort of night that you\u2019re still talking to your mates about weeks later - and the sort of experience that O2 customers can get exclusive access to.\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eFurther campaign phases will hero the other unique benefits that O2 provides to its customers under the \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u2018Only O2\u2019\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e banner.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis fully integrated campaign launches today and will run across TV, D\/OOH, Social, Cinema, OLV, Radio, Retail, O2 owned channels and through a branded content partnership for ITV Studio Sessions (launching 3 May). The campaign will run until 19th May.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\",\"blockId\":\"Z1Iqj4h\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1Iqj4h\"} \/-->\n\n<!-- wp:lazyblock\/video {\"video-id\":\"930597689\",\"blockId\":\"Z28dcVx\",\"blockUniqueClass\":\"lazyblock-video-Z28dcVx\"} \/-->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"We wanted to capture the real emotion and experience of a big night out. The sort of night that you\u2019re still talking to your mates about weeks later - and the sort of experience that O2 customers can get exclusive access to. \",\"quotee\":\"David Masterman, Deputy Executive Creative Director at VCCP\",\"blockId\":\"1xsDam\",\"blockUniqueClass\":\"lazyblock-quote-full-width-1xsDam\"} \/-->","post_title":"Only O2\/Priority","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"only-o2","to_ping":"","pinged":"","post_modified":"2024-08-12 09:51:52","post_modified_gmt":"2024-08-12 08:51:52","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=18077","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":17889,"post_author":"64","post_date":"2024-03-12 15:27:05","post_date_gmt":"2024-03-12 15:27:05","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"1025171668\",\"blockId\":\"qlmRI\",\"blockUniqueClass\":\"lazyblock-video-qlmRI\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, VCCP\u2019s AI creative agency, has launched new AI-enabled tools for their founding client,\\u003c\/span\\u003e\\u003cb\\u003e O2 \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e- extending the practical use of Gen-AI in marketing communications beyond concepting into creating.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e creates custom imagery of O2\u2019s brand character Bubl based on client prompts, so it can be used in channels where cost or time constraints previously limited its use. The second Gen-AI tool, \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, focuses on the tonal consistency of the brand\u2019s written marketing communications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has trained a Gen-AI model to create images of Bubl for external use by \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e marketers, in line with brand guidelines and giving multiple options from the clients\u2019 prompts. This means that \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is able to use Bubl in scenarios which would have previously been prohibited by cost and time considerations, limiting its usage to appearances in more premium media such as AV, print and OOH campaigns.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e made a bespoke platform and UI for \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e enabling simple prompts to create images of Bubl in any imaginable scenario. For example, if an O2 marketer needed a brand image of Bubl with a rugby ball, the model could generate one on request - allowing for quick, reactive work across channels including social, web, apps and internal comms.\u00a0\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e is the product of multiple rounds of training for the AI to create high-quality usable images consistently. To enable this \\u003c\/span\\u003e\\u003cb\\u003efaith \\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eneeded a 3D model of Bubl so that the AI could be trained on poses of the blue robot that had not been seen before. Previously, Bubl had only been seen from the front, which limited its use. To remove these barriers and enable images to be generated of any potential scenario, further design work and modelling was necessary.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e allows O2\u2019s copywriters to simply paste in text to get detailed feedback and suggestions. This model was trained specifically on the brand\u2019s extensive tone-of-voice documentation and evaluates against specific metrics co-developed with the Head of Copy and Tone for Virgin Media O2, Oeil Jumratsilpa to ensure brand-compliant messaging. The tool was built to incorporate all of O2\u2019s guidelines and legal requirements, streamlining a complex process and ensuring quick, efficient and consistent results.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Bubl Generator\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003ci\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Copy Checker\\u003c\/span\\u003e\\u003c\/i\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e were created for \\u003c\/span\\u003e\\u003cb\\u003eO2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, founding clients of\\u003c\/span\\u003e\\u003cb\\u003e VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, and both demonstrate a practical, public-facing application of Gen-AI as part of the wider work\\u003c\/span\\u003e\\u003cb\\u003e faith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e has been doing on behalf of clients including \\u003c\/span\\u003e\\u003cb\\u003eVirgin Media O2\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and \\u003c\/span\\u003e\\u003cb\\u003eSage\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\u00a0\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003ePreviously Gen-AI\u2019s usage in creative communications was limited to concepting and simple suggestive processes within agencies, such as storyboarding. This work represents a step forward in what is possible with Gen-AI for big clients and moves beyond previous industry applications.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Valcarcel, Marketing Director at Virgin Media O2,\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e said: \u201cThe Bubl Generator and The Copy Checker are tangible results of our Gen-AI explorations with faith and how we might deploy the technology in our marketing. The models we\u2019ve developed together create consistent, high-quality distinctive brand assets and copy at speed - allowing us to work in ways which would not previously have been possible. It\u2019s exciting to keep learning by doing, as the GenAI space continues to evolve.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eMorten Legarth \\u0026amp; Ben Hopkins, Creative Directors at faith and VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, added: \u201cGen-AI tools often lack the creative control and brand identity needed for production assets. This limits the practical usage of AI to concepting or simple background tasks - we wanted AI to do more of the heavy lifting and prove its worth in creative applications, this is what this work represents.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eAlex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, said: \u201cGen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do. That\u2019s why we trained this model to understand what\u2019s important for our client O2, helping to build out their brand world and expand on what\u2019s both possible and achievable with the same budgets and same timescales.\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e was founded last year by \\u003c\/span\\u003e\\u003cb\\u003eVCCP\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, the UK\u2019s leading creative agency, with faith that AI, used responsibly, will be an unparallelled accelerator of human creativity and imagination. With the belief that AI should only ever be used for good, \\u003c\/span\\u003e\\u003cb\\u003efaith\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e launched with a detailed generative AI policy based around four principles:\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003col\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Transparent\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e when AI is being used\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Authentic\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, fact-check AI-generated content\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Compliant\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e and break no laws\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003cli style=\\u0022font-weight: 400\\u0022\\u003e\\u003cb\\u003eBe Ethical\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e, only use AI for good\\u003c\/span\\u003e\\u003c\/li\\u003e\\n\\u003c\/ol\\u003e\",\"blockId\":\"Z1mEzQP\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1mEzQP\"} \/-->\n\n<!-- wp:image {\"align\":\"center\",\"id\":17890,\"sizeSlug\":\"large\",\"linkDestination\":\"none\"} -->\n<figure class=\"wp-block-image aligncenter size-large\"><img src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2024\/03\/Copy-Checker-5-1-1-1024x1024.png\" alt=\"\" class=\"wp-image-17890\"\/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:lazyblock\/quote-full-width {\"quote\":\"Gen-AI doesn\u2019t understand your brand, it doesn\u2019t get your guidelines or your need for consistency - but we do.\",\"quotee\":\"Alex Dalman, Managing Partner and Head of Social \\u0026amp; Innovation at VCCP\",\"blockId\":\"Z1LBWN6\",\"blockUniqueClass\":\"lazyblock-quote-full-width-Z1LBWN6\"} \/-->","post_title":"AI creative agency faith launches custom Gen-AI models for O2","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"ai-creative-agency-faith-launches-custom-gen-ai-models-for-o2","to_ping":"","pinged":"","post_modified":"2024-10-31 16:24:44","post_modified_gmt":"2024-10-31 16:24:44","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/?post_type=work&#038;p=17889","menu_order":0,"post_type":"work","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":16799,"post_author":"61","post_date":"2023-06-16 10:45:26","post_date_gmt":"2023-06-16 09:45:26","post_content":"<!-- wp:lazyblock\/video {\"video-id\":\"836509011\",\"blockId\":\"Z2osVPa\",\"blockUniqueClass\":\"lazyblock-video-Z2osVPa\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"text-left\":\"\\u003cp\\u003eWith summer holiday season finally back again, the UK\u2019s best network for roaming\\u003ca href=\\u0022#_ftn1\\u0022 name=\\u0022_ftnref1\\u0022\\u003e[1]\\u003c\/a\\u003e, \\u003cstrong\\u003eO2\\u003c\/strong\\u003e, is today launching its brand-new through the line roaming campaign to remind the nation that O2 is the only major UK network not to charge customers extra for EU roaming.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe roaming campaign ties into the new brand ethos, 'See What You Can Do', which focuses on turning industry \u2018do nots\u2019 into 'can dos' and aims to highlight that while other major networks may charge travellers extra to roam abroad, O2 customers can continue to \u2018Roam on\u2019 and travel without hidden roaming charges.\\u003c\/p\\u003e\\n\\u003cp\\u003e\u2018Roam on\u2019 kicks off today with a brand-new 40\u201d TVC which features O2\u2019s loveable blue robot, Bubl, and will run across TV, cinema, BVOD and OLV. Set to Lizzo\u2019s catchy anthem \u2018Phone\u2019 the film follows a series of holidaymakers and their holiday dramas after having to turn roaming off on their phones. The ad resolves with Bubl switching on an O2 customers\u2019 data roaming, helping her find her way and enabling her to stride off towards an epic holiday.\\u003c\/p\\u003e\\n\\u003cp\\u003eO2 worked with UK agency of record, \\u003cstrong\\u003eVCCP London, \\u003c\/strong\\u003eProduct and Service innovation company, \\u003cstrong\\u003eBernadette\\u003c\/strong\\u003e, and global content studio, \\u003cstrong\\u003eGirl\\u0026amp;Bear,\\u003c\/strong\\u003e to mastermind the new creative campaign.\\u003c\/p\\u003e\\n\\u003cp\\u003eThe visual play with the \u201cRoam on\u201d toggle will extend beyond AV and into other channels, with holiday makers set to see warning signs about the imminent loss of inclusive data for those not on O2 displayed in and around airports. People visiting The O2 will be reminded about the ability to stream their favourite songs abroad, with O2 customers being reassured via targeted ads online and non-customers being reminded to switch before they travel.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cb\\u003eSimon Groves, Director of Brand and Marketing at Virgin Media O2\\u003c\/b\\u003e \\u003cb\\u003esaid\\u003c\/b\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e: \u201cWhether heading to Malta or Mallorca, our latest roaming campaign showcases the magic our customers can experience when travelling across Europe thanks to no hidden roaming charges on O2. The campaign brings to life Bubl\u2019s playful yet helpful approach to showing our customers how they can keep connected\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e 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!\u201d\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cstrong\\u003eRichard Nott, Creative Director at VCCP \\u003c\/strong\\u003eLondon added: \u201cIt 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.\u201d\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022#_ftnref1\\u0022 name=\\u0022_ftn1\\u0022\\u003e[1]\\u003c\/a\\u003e awarded by uSwitch\\u003c\/p\\u003e\",\"text-right\":\"\\u003cp\\u003eAs part of the campaign and following a hugely successful partnership in 2022, which alongside the wider roaming campaign reached 98.4% of UK adults\\u003ca href=\\u0022#_ftn1\\u0022 name=\\u0022_ftnref1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e, O2 has signed up to be the official network partner of ITV\u2019s hit show, Love Island, for a second year running. Targeting a younger audience, the campaign will see loveable brand mascot, Bubl, take up the role of a Love Island fan and insider, providing exclusive access to the Islanders at key moments and serving up sizzling content throughout the season.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThe Love Island campaign launched on 5th June with a 10\u2019\u2019 TV ad voiced by the narrator of Love Island, Iain Stirling, and is running in ad breaks throughout the show. Social media content will go live night and day across O2 and Love Island social channels and viewers will have a chance to enter the villa digitally by turning on a special TikTok branded effect, enabling them to recreate their favourite bombshell entrances from the show. This year Love Island fans will also be in with a chance to win tickets to the final including flights and accommodation in Mallorca. \\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eThis year's partnership will extend to a new sponsorship of the Love Island Lookout content series on Love Island's Instagram, where ex-islanders will dish the goss on this year\u2019s season.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e\u00a0\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eA targeted media campaign executed through Manning Gottlieb OMD will target non-O2 customers, encouraging them to recouple and roam on with O2 using show language such as \u201c\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003eRoaming charges giving you the ick\u201d,\\u003c\/span\\u003e\\u003cspan style=\\u0022font-weight: 400\\u0022\\u003e as well as showcasing funny Love Island footage around key series moments. The creative will also roll out in OOH, O2 retail stores across the country and across Love Island inventory such as the Love Island app; all highlighting the Love Island visual world and sunny climes of Mallorca whilst reinforcing the \u2018Roam on\u2019 proposition.\\u003c\/span\\u003e\\u003c\/p\\u003e\\n\\u003cp\\u003eThe \u2018Roam on\u2019 campaign from O2 is live from today and will run until 13th August across TV, BVOD, cinema, OOH, radio, YouTube, Social and across O2 owned channels including stores and online.\\u003c\/p\\u003e\\n\\u003cp\\u003e\\u003ca href=\\u0022#_ftnref1\\u0022 name=\\u0022_ftn1\\u0022\\u003e\\u003csup\\u003e[1]\\u003c\/sup\\u003e\\u003c\/a\\u003e Last year the love island campaign, in tandem with the wider roaming campaign, reached 98.4% of UK adults. Touchpoints Planner\\u003c\/p\\u003e\",\"blockId\":\"Z1kySol\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1kySol\"} \/-->\n\n<!-- wp:lazyblock\/carousel 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