giffgaff
Are you ON
giffgaff
or something?
The brief:
Create a guerilla marketing campaign that adds a fresh layer of richness and meaning to the new brand platform “Are you on giffgaff or something”.
giffgaff want their audience to understand the idea that to be a member is to exist on a higher realm of unbridled optimism.
giffgaff has a rich history of cheeky communications, often saying unexpected things in unusual places, without a huge budget. Your work should reflect the brand’s bold, playful, and optimistic spirit. And create surprising moments that get 18 to 35 year olds in the UK and the press sharing.
insight
Customers want unique, feel good connection. Forbes reports 64% of consumers say they want brands to connect with them. And when consumers feel a sense of connection, they become more loyal, with 57% increasing their spending and 76% choosing the “connected” brand over a competitor. giffgaff have fostered a feel good community of in-the-know customers, and have an opportunity to engage them in a unique and ‘guerrilla’ way.
idea
I wanna dance with giffgaff.
Large, choreographed, flash mobs to the tune of Whitney’s ‘I wanna dance with somebody’ and a unique giffgaff spin.
execution
Upload a dance tutorial to Whitney Houston’s ‘I wanna dance with somebody’ to giffgaff member’s portals, and send them an exclusive email, teaching them a choreographed dance they have 3 weeks to learn. They then meet at different organised, high traffic location throughout England and form a flash mob!