In late 2015, Sierra Wireless asked us to help develop concepts for the launch of their new global SIM. SIM cards used in Internet of Things devices have entirely different requirements from regular consumer SIMs used in cell phones. The Sierra Wireless Smart SIM and Connectivity Service deliver multi-operator coverage, superior data service quality, and resilience to outages for global, regional or local applications. The Smart SIM was one of the first to support the new GSMA eSIM/eUICC specification for remote operator provisioning critical for many new IoT use cases.
The client provided a messaging framework, competitive positioning, and use cases. Our task was to develop key messaging, creative, and diagrams that would be used on the Sierra Wireless website and in presentations. The creative assets would be also be used for trade shows, online ads, and other marketing communications.
We developed several ideas and one of these, which highlighted the global aspect of the SIM, was used for the key creative. It featured a multi-national swirl of flags passing through a photograph of the SIM, and the message ‘Your IoT passport to the world’. We were fortunate in being able to secure one of the few prototypes to do a quick photo shoot and were able to use the photos in the creative, and to provide them to the client for use as standard product images.