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Capturing the future of mobile data (according to Apple)

Launching a global eSIM brand on the world-stage


Opportunity calls for mobile data

The world of mobile data has evolved – the fiddly, little SIMs we all know and love (hate) will soon be a distant, plasticky memory. The future, as defined by Apple with the release of iPhone 14, is eSIM – or, embedded SIM for those that care.

Isle of Man telco, Manx Telecom, identified an opportunity to enter the fast-evolving (and rapidly growing) global travel eSIM market. Their plan – to launch a new, travel eSIM brand aimed at bringing hassle-free, super-fast, ultra-reliable data to business, leisure and…erm…bleisure travellers around the world.

If only they knew a global B2B tech marketing agency, to help them on the journey.

Enter Fox Agency.


A big brand idea that travels

As with launching any global brand, our starting point was market, audience, and competitor research. Through a mix of qual, quant and desk research, we explored the emerging eSIM space, researched consumer, and business traveller needs, and reviewed those early-stage eSIM brands already in the market – understanding existing brand, proposition, product, and pricing strategies – all aimed at identifying a unique opportunity for our soon-to-be-launched travel eSIM brand – then we got all creative.

Taking the senior exec team with us on the journey, we explored positioning, brand naming, creative messaging, visual identity and helped define the product proposition, pricing and go-to-market strategies. Working together with Manx Telecom’s technology partner, Mobilise, we also defined the app UX and UI in parallel to the brand development process.

Then, we delivered a multi-region and multi-language launch across integrated channels including the Appstore and Google Play, website and content, organic and paid search, programmatic, organic and paid social, PR and more – then, we took a breather.


The global travel eSIM brand, BreatheSIM was born and raised.

With an initial focus on seven geographic markets, the brand was rolled out from the UK and Ireland to the US, Canada, the Netherlands, and the Nordics.

With a reach of over 5,000,000 in the first month, organic rankings soaring, fast-moving up the Appstore charts and 20% conversion on Android downloads, the stage is set for success on the world-stage.

The future of mobile data might be eSIM.

But the future of travel data is most-definitely, BreatheSIM.

“We knew Fox Agency could provide the range and depth of expertise required to launch BreatheSIM to the market – they did not disappoint.” CEO, BreatheSIM