Encouraging travellers to Pack the Internet with an eSIM from Airalo

The challenge: Airalo, the world’s leading eSIM provider with coverage in over 200 countries and more than 20 million users, needed to boost awareness of both the eSIM category and its brand, driving customer acquisition just in time for the summer travel season.

How we charted the course:

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. We used this to update the global brand positioning and create the brand’s first global brand platform.

Creative campaign: Our ‘Pack the Internet’ creative campaign running across the USA through summer 2025 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 runs across linear TV, streaming, digital and social media - and will run in OOH during peak summer season.

“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