When it comes to data roaming services, one of the first things that come to mind is a hefty bill. Put it this way, it’s not always on top of people’s travel must-haves. That’s because they often associate it with the odd chance of getting welcomed home by a big nasty surprise (bill shock). And though some of them might not have experienced it firsthand, the horror stories alone are enough of a deterrence for them to find alternative ways of staying connected abroad; even if it means inconveniencing themselves or those they are travelling with.
We called them – The Roamaphobes.
In a relatively tongue-in-cheek manner, we dramatized the fear of bill shock in a way that is lighthearted and relatable, focusing our attention on the extreme and sometimes comical habits of Roamaphobic travelers.
Agency: Ogilvy & Mather, Singapore
Executive Creative Director: Melvyn Lim
Creative Director: Stephen Kyriakou, Shawnn Lai, Xander Lee,
Art Director: Raziff Lau
Copywriter: Augustus Sung
Winner of Marketing Excellence Awards Gold 2015