Challenge
‍

Me&You Mobile was set to launch their FREE eSIM, a purely digital product, aimed at modern, tech-savvy consumers who valued convenience and flexibility. The challenge was to develop a fully integrated advertising campaign that communicated the freedom and ease of a digital lifestyle while resonating with customers in a cluttered telecom market.

Approach
‍

To capture the essence of a digital-first product, I conceived the concept titled "Freedom Calls". The campaign was designed to highlight the liberty that Me&You’s eSIM provided—no physical SIM cards, no waiting periods, and full control over mobile connectivity with a few taps on a smartphone.

Since the product was entirely digital, the visuals had to reflect this cutting-edge nature. I utilized GenAI (MidJourney) to generate all the imagery, creating a futuristic, digital aesthetic that aligned with the eSIM’s innovation. These AI-generated visuals played into the campaign’s theme, offering a unique, otherworldly look that stood out across digital channels.

‍

Campaign Elements
‍

• Visuals: The campaign was entirely digital-first, designed with GenAI (MidJourney) to develop hyper-real, abstract visuals that embodied the freedom of the virtual. These AI-generated visuals were used across digital ads, social media, web, and print promotions.
  ‍
• Messaging: The copywriting centered around the idea of “Freedom”—freedom from physical limitations, from contracts, and from the hassle of traditional SIM cards. Headlines like "Freedom Calls" and "Join the eSIM Movement" evoked the simplicity and forward-thinking nature of the eSIM.
  ‍
• Channels: The campaign spanned social media (Instagram, Facebook, Twitter), programmatic ads, display ads on relevant websites, billboards, print media and conversion-focused landing pages.
  ‍
• Creative Integration: The visuals and messaging worked hand-in-hand to highlight the ease and innovation of the eSIM. A multi-media approach was used, showcasing the seamless activation process in engaging ways, while still reinforcing the call to "Join the eSIM Movement".

Outcome
‍

The "Freedom Calls" campaign successfully launched Me&You Mobile’s FREE eSIM, increasing engagement by 239% on social channels over the 1st month and driving a significant uptick in eSIM activations during the launch period. The futuristic visuals and compelling messaging resonated with the digital-first audience, reinforcing Me&You’s brand as an innovator in the telecom space. There were 941 eSIM activation attributed to the campaign over the 3 week campaign, which has further converting into 580 retained customers who purchase data and airtime monthly on their new eSIM.

Final Thought

This campaign not only highlighted the potential of digital products but also demonstrated the power of integrating GenAI technologies in modern marketing, offering a unique, future-facing approach to visual storytelling while inviting users to "Join the eSIM Movement."