Challenge:

Help European travellers avoid steep roaming charges on summer holiday, by installing an eSIM before they go

Charting the course:

Uncharted partnered with global eSIM provider Airalo to launch a bold pan-European campaign ahead of the summer travel rush. Activated across major airports and high-impact OOH sites in the UK, Germany and Italy, the work brought roaming charge regret to life through funny, surprising visuals - holidaymakers look like they’re sunbathing, but are actually reacting to sky-high mobile bills. The result? A striking, memorable nudge for travellers to install Airalo before they fly.

After a successful test the campaign has been rolled out across Europe - spot it across the London Underground network this summer.

It’s been widely shared across social as people all over the EU spot their names in the ads, and has even made a guest appearance in Steven Bartlett’s Instagram.