AIRALO: PACK THE INTERNET
THE CHALLENGE:
Airalo, the world’s leading eSIM provider with coverage in over 200 countries and more than 20 million users, needed a refreshed brand positioning new global brand platform to guide consumer-facing communications and shape an evolved brand identity.
With ambitious growth plans, it also aimed to boost awareness of both the eSIM category and its brand, driving customer acquisition ahead of the summer travel season through a high-impact creative campaign.
“Travel can be stressful enough – unreliable connectivity shouldn’t be another obstacle. Our goal is to make ‘Pack the Internet’ as much a part of your travel prep as booking flights or finding your passport.”
Shelly Pearce, Chief Growth Officer, Airalo
CHARTING THE COURSE:
Global brand POSITIONING
We helped develop and articulate a global brand strategy, positioning and verbal identity for the brand, across a four-week sprint. The new positioning aims to connect and inspire a global culture of confident travelers.
GLOBAL BRAND platform
Our universal insight is that travel when disconnected can cause anxiety, while an eSIM allows Airalo customers to feel confident wherever they go.
When you’re always connected, you’re always in control of your journey and ready for anything.
Creative campaign
Our ‘Pack the Internet’ integrated campaign highlights the all-too-relatable (and often hilarious) cautionary tales that can occur when you're not connected abroad. From misreading signs and getting lost in translation, to ending up in surprisingly awful accommodation or stranded in the middle of nowhere, the message is clear: install an eSIM from Airalo in order to avoid travel disasters.
The campaign ran across linear TV, streaming, OOH, digital and social media during peak summer season. The campaign ran in the USA before it rolled out to Singapore, Japan, Mexico, Brazil, Chile, Colombia, Costa Rica, Australia & NZ.
REsults
The campaign helped deliver +25% revenue growth in the USA and significant increase in brand awareness & consideration versus control markets.
The creative has also been shortlisted for Campaign BIG Awards Global - Film campaign.