Saily eSIM
× Beta Ads
Travel eSIM awareness placed exactly where travel is being talked about live - 685 hours of on-screen presence across 22 Norwegian streamers during the summer travel season.
Saily eSIM × Beta Ads
Mobile eSIM popup creative shown in-stream
The popup landed natively inside streams the moment viewers were already in travel-thinking mode - Travel & Outdoors, driving content, Just Chatting recaps from trips.
Travel intent is seasonal. The creative needed to land at the right moment.
Saily (Surfshark's travel-eSIM product) needed to reach Norwegian travellers ahead of the June–July peak. Paid search captures people already shopping for travel eSIMs - the harder problem was getting in front of the ones who hadn't yet realised they needed one.
The answer was contextual: ride along with creators who were already mid-trip. Travel & Outdoors streams, driving content, Just Chatting recaps - exactly when viewers were daydreaming about their own trip.
65% of screen time inside Travel & Outdoors streams
Beta concentrated delivery in the category where Saily's message was already contextually relevant. The overlay showed 986 times across 22 streamers - the most productive single placement drove 37,869 completed views alone.
The Travel & Outdoors concentration (65%) meant overlay impressions landed when viewers were already in travel-thinking mode - a degree of contextual relevance paid search can't replicate.
53K unique Norwegian travellers reached mid-planning
25–34 skew matters - that's Saily's core travel-eSIM buyer: working-age travellers heading abroad in the Jun–Jul window.
53K unique viewers reached at peak travel-planning season
The campaign delivered 102,794 completed views with 685 hours of on-screen presence over four weeks. 518 verified clicks through the chat-pinned CTA (3,033 unverified) put the product in front of travellers right as they were planning June-July trips.
The verified 0.50% CTR reflects a broad-funnel travel play - but the unverified 2.95% and the category distribution matter more: Saily showed up where travel intent was already active.