With summer holidays around the corner, we were tasked with helping O2 spread the word about being the only major network not to reintroduce roaming fees in the EU.
We needed something that got attention and reminded people of the extra baggage of roaming charges they could be facing if they’re not on O2.
So, we took the took the iconic holiday trope of airplane safety videos to give a warning of our own… a data safety warning.
But this was an airplane safety video with a twist. Introducing captain Roam-an Kemp…
We enlisted the help of Roman Kemp who took on the role as captain, steward, ground crew and passenger in our mock airplane safety video, causing chaos on the plane as well as warning people about the dangers of not having inclusive roaming this summer. The hilarious video was shared to his 1.4m followers on Instagram, generating over 230k views of the Reel and over 230k impressions on his stories.
Roman’s content was also included in 73% of the coverage secured including in the likes of Daily Mirror, The Sunday Times, Daily Express, and Metro.