Capturing the future of mobile data (according to Apple)
Launching a global eSIM brand on the world-stage
The challenge
Opportunity calls for mobile data
The world of mobile data has evolved; the fiddly, little SIMs we all know and love (hate) soon to become a distant, plasticky memory. The future, as defined by Apple with the release of iPhone 14, is eSIM. For those that care, this means ’embedded SIM’.
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.
Our solution
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; researching consumer and business traveller needs. And we reviewed those early-stage eSIM brands already in the market to understand existing brand, proposition, product, and pricing strategies. All of this was with the aim of 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. This included the Appstore and Google Play, website and content, organic and paid search, programmatic, organic and paid social, PR and more. And then? We took a breather.
The outcomes
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. The markets it entered included the US, Canada, the Netherlands, and the Nordics.
In the first month, reach soared to more than 5,000,000. Organic rankings soared; the app fast-moving up the Appstore charts and achieving 20% conversion on Android downloads. With that, 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.”