Everybody travels during the holidays. But the ones who really need to stay connected while they do?
Your senior parents.
In Asia, caring for our parents isn’t just tradition — it’s culture. You see it in words like Oyakoko in Japan and Utang na Loob in the Philippines.
And as our parents retire and start traveling more, we naturally slip into that role. We give advice, worry quietly, check in from afar. We wanna make sure they’re okay, even when we’re not right beside them.
So this holiday travel season, we positioned Airalo as the simplest way to Care From Anywhere — a campaign inviting millennials to gift their parents an Airalo eSIM before they take off this December.
We began by reminding people how our parents once fussed over our first trips—packing our bags, giving reminders, and making sure we were safe.
Given the campaign was launching mainly in Japan, we wanted to hijack the Kanreki (還暦) tradition of giving someone turning 60 something red.
Each box was themed towards giving care back to our senior parents. Give Back Adventure for active travellers, Give Back Memories for the selfie obsessed aunties and more. Every ad lead to a microsite where you can learn how to make your own Give Back Gift Box.
We created a microsite where you can download everything from travel itinerary templates, gift tags, and an Airalo e-sim QR code.
Everything was made available so anyone can just download the assets and print them at the nearest 711.
We tapped travel influencers from Japan, Singapore, Vietnam, Malaysia and the Philippines to gift their parents a Give Back Gift box. We even sent one box to the mother of Katseye’s Sophia.
Closer to the travel season we released a fun video featuring a mom about to go abroad.
Then we followed her as she travelled with her bestie.
