SINGAPORE – When a travel eSIM brand says it’s looking for “virgins,” you pause – and then click. That’s exactly what international eSim provider Jetpac and Singapore-based creative consultancy ballsy are banking on with their new campaign that throws travel clichés out the window and dives headfirst into uncharted territory.
The summer campaign, cheekily titled “Virgins Wanted,” is the international debut of ballsy, a two man consultancy that’s already making waves for its sharp instincts. Together with Jetpac, they’ve launched a multi-platform campaign that is, pretty ballsy.
The campaign’s first phase launched May 19th with high-impact OOH placements in Los Angeles and London, sporting provocative lines like “Time to Pop Your Cherry” and scannable QR codes directing curious onlookers to the campaign microsite. This is followed by a “The Travel Virgin Show”, a raw, unfiltered social-first docuseries that follows two “virgin” travelers as they cross borders and comfort zones for the first time.
“When Jetpac first approached us, they didn’t want yet another ordinary campaign; they were looking for a global, significant storyline. We pitched something wild and Jetpac didn’t flinch, because fortunately, they share our ballsy DNA of being fearless and experimental – so that’s when our ‘virgin hunt’ began,”
By analysing travel data, ballsy discovered an interesting insight that led them to present their ‘Virgins Wanted’ idea to Jetpac: circa 23%-25% of adults in the U.S.A. and 13%-15% of U.K. residents have never left their respective countries for a holiday.
According to Pearlyn Yeo, Head of Marketing for Jetpac, the brand aims to make a statement with
this campaign. “Everyone remembers their first trip abroad – usually for the stress, and we want to flip that. If we can make people proud of their first trip, they’ll never stop exploring, and that’s Jetpac’s key philosophy to encourage travel freedom.”
In order to bring their idea to fruition, ballsy has collaborated with a dream team of local and
international talents:
- Singapore’s own Friends agency for social and content assets
- A group of American and European creatives for campaign execution
- Ion Michael Furjanic, a director from Brooklyn
- Malaysian production company We Are Kix
- Build Media for traditional media buying duties
- Connect Management for influencer engagement
