AIRALO: WISH WE’D PACKED THE INTERNET
THE CHALLENGE:
Airalo, the world’s leading eSIM provider, wanted to promote the value of preparing for travel with an eSIM ahead of the Holiday Season, with a global campaign that drove immediate visibility and sales.
However, eSIMs are still a category that most of us have little experience in, so we needed to bring to life the value of reliable connection in a way that anyone, across multiple countries, with various holiday traditions could understand.
CHARTING THE COURSE:
We conducted research into the leisure travel occasions in Q4 and found that in all markets, there was trend toward multigenerational travel - packing the holiday up for the whole extended family. This kind of trip is more fraught with risk than any other, especially when travelling with intermittent connectivity. At the same time, it is the kind of trip that everyone involved has very high expectations of. They are there to make lifelong memories. No pressure….
After a deep dive into the social discussion of holiday disasters, we identified some scenarios that dramatised the nightmares your family holiday could really do without, but which could be averted with an eSIM from Airalo: the failed airport transfer, the day trip destination that could have been researched better, and the road trip gone wrong. We turned these into a campaign which spans OOH, VoD, social, radio and podcast channels, targeting those preparing for an international trip in the near future, with the cautionary tales from those who “Wish They’d Packed the Internet”
Running across Europe, the USA, Canada, LATAM, and APAC, the campaign was developed with Uncharted’s diverse international community of talent to ensure global relevance.
Working with production company Park Village and director Hanna Seidel, the campaign was shot at virtual production studios Quite Brilliant to recreate multiple exotic destinations within a single shoot.
