giffgaff enlists help of its members for new campaign as it drops agency model
giffgaff is claiming an industry first after it enlisted the help of its customers to create its latest marketing campaign as it looks to build on its positioning as the mobile network run by users.
The campaign had input on every aspect of the campaign – from the script to voiceovers, the creative idea and written copy – from its members.
“After six years of witnessing members expertly run the mobile network from a logistical perspective, giffgaff’s approach to marketing and its TV campaigns has now taken the same route,” says brand director Tom Rainsford.
The campaign marks a change in approach to marketing for giffgaff, which is also taking on a new agency model. Instead of working with one main creative agency it will introduce an “open source approach” that will see it work with different agencies depending on its needs.
This campaign was led by giffgaff’s in-house team, with collaboration from Lucky Generals, Riff Raff films, Champions of Culture and Canada London. It previously worked with Fallon.
Tom Rainsford, brand director at giffgaff, says: “Collaboration is more important today than ever before and keeps us honest, grounded and authentic. During this process we have also worked with a range of different people, some individuals, and some small independent agencies, each bringing their own view and expertise.”
The campaign goes live today (22 May) with a week-long teaser phase exclusively on Channel 4 with 10-second spots designed to look like they are interrupting the broadcaster’s scheduling announcements.
The full 60-second ad will go live on 29 May at 9.10pm when it will be shown across 10 primetime TV channels including Sky One, Channel 4, E4 and ITV2.
It will be supported by a print and outdoor campaign, as well as digital and social media activity inviting people to “leave the status quo behind” by moving to giffgaff and ending long mobile contracts with rivals.
Charlie Smith, giffgaff brand manager, says: “Our new ad campaign #heyyou also embodies the spirit of our brand refresh and carries the new digital noise branding. Disruptive in a playful way, the ad campaign is designed to get the attention of people who want to do things differently and question the status quo.”
giffgaff has also given its brand a refresh, replacing the original pixels synonymous with its logo with a ‘digital noise design’ that will include a range of different colours and designs that can be used in different situations but will still be recognisable as giffgaff.
Smith says the revamp will give the brand “dynamic consistency”, so that it is recognisable in different channels but doesn’t have a rigid identity.