Are You On giffgaff Or Something?!
The Are You On giffgaff Or Something?! brand platform was launched in September 2024. It’s about showing the joy people feel when they are on giffgaff, whether it’s down to their flexible plans, great value offers, or amazing community, they want people to feel happier for choosing to be part of giffgaff.
This new brand platform required a bold and confident media approach, launched to the masses. We faced tensions to create excitement yet stay efficient, have a strong SOV yet maintain our sustainable media approach, and be member focused whilst also driving acquisition. We needed to continue in our quest for responsible reach by striving for outward visibility and inward responsibility. We did this by evolving our approach to “less media, more attention”.
To deliver this campaign effectively, we prioritized attention-grabbing channels and formats, leveraging TV, CTV (including YouTube), and TikTok’s high-impact formats like TopView and Pulse to drive mass reach by aligning with trending content.
To foster positive brand associations, we targeted uplifting environments using ITV’s Captify product, Sky’s mood-targeting, and comedy genre placements on Amazon. Cultural relevance was crucial. We partnered with Pearl & Dean’s Wild Spaces initiative, supporting efforts to restore UK National Parks, and ITV’s Big Brother, running reactive ads tailored to joyful clips within episodes for heightened engagement.
The campaign was a huge success in driving upper metrics. Our share of ad awareness score peaked which was also translated into our spontaneous awareness score increasing two percentage points by the end of 2024.