Newly launched mobile service provider Amaysim has unveiled an integrated marketing campaign.

The TV commercial, developed by BMF, features a tour through a magical factory with fictional character Doc.

BMF executive creative director Dylan Taylor said: "A brilliant new product deserves to get noticed. We?ve created a campaign, which tells the imaginary story of the SIM?s conception through a magical machine and its creator – the Doc – who guides us through the journey. It looks, feels and sounds refreshingly different for the category."

The campaign encompasses TV, outdoor, point of sale and online.

Creative agency: BMF
Media agency: MediaCom
Digital: Hothouse
Production: 8.com