Drunk texting. Caught up in the (silly) moment chat. Holiday fling posting. Every traveller has done it.
One third (33%) of Brits, rising to 52% of Gen-Z, admit to using their smartphone to commit embarrassing moments they’ll regret once they arrive back home, according to new research revealed by Airalo, the world’s first eSIM platform.
With St Patrick’s Day in mind, Dude London had a seize the moment idea. Airalo invited travellers to do more than just celebrate the day responsibly, it asked people to internet responsibly with a campaign launching in the midst of Dublin’s famous celebrations in the Temple Bar – an area and event which attracts a full weekend of celebrations from national as well as international merrymakers.
Tomás Gianelli O’Ryan, executive creative director at DUDE London, added, “We’ve all been there: a message sent to the wrong group chat, deleting a message a few minutes too late after second thoughts, cringing while listening to the voice note we just sent. Internet regrets can ruin relationships, jobs, even lives. So we asked ourselves: why isn’t anyone taking this seriously? Except Airalo does. We are very excited to present Internet Responsibly our very first project for Airalo, launched on the easiest day to commit to making a mistake – St. Patrick’s Day.”
As the festivities kicked off, Airalo used the most appropriate media channel to speak to its customer base right in the moment of their celebrations – the pub. In a takeover of O’Neill’s and Wild Duck, both in Temple bar area, the entire venue was festooned with signs encouraging visitors to “internet responsibly”. The activation included beer mats with sound words of advice not to text your ex when in high spirits, wall posters with reminders that Mum follows your socials, “Mind your head” signs with the addition of an “and what you post” sign and finally posters encouraged internet-responsible social stories with an @airalo tag for 17% off travel eSIMs.
Outside the venue, a mobile, digital OOH was stationed reinforcing messages to ‘Internet Responsibly’.
Matteo Papa, growth director europe & CIS of Airalo, stated, “At Airalo, we’ve mastered the art of keeping travellers connected, but we haven’t quite figured out how to save them from holiday regret. We want everyone to ‘connect like a local,’ but we also recognise that local life sometimes involves a side of digital oversharing. Our goal is to make sure the connection is flawless, even if your decision to live-stream a karaoke session isn’t. Let’s make sure the only thing you bring home this St Patrick’s Day is great memories.”
Credits
Client: Airalo
Europe Marketing Manager: Patxi Gil Crénier
UK Marketing Lead: Chantelle Crewes
Growth Director Europe: Matteo Papa
Creative Agency: DUDE London
CEO: Francesa Spitali
CCO: Curro Piqueras Parra
ECD: Tomas Gianelli O’Ryan
Creatives: Alex Prew, Josh Markey, Martin Lindley, Marta Morientes
Designer: Ross Warrington
Head of Production: Francesca Granata
Client Lead: Hamish Day
Account Director: Jeanine Vette
Event Production Company: Sketch
Senior Account Director: Isaac Swaby
Production Director: Katy Ledger
Production Manager: Tom Gale
Junior Event Assistant: Honor Johnson
Videographer: Marek Mars
