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The Brand: giffgaff is a mobile network run with a community of members. The name is a ye olde Scottish word that means ‘mutual giving’. And mutuality is the pure essence of the brand.
Challenge: Create a real world or digital brand experience that truly encapsulates the giffgaff spirit of "mutual giving"
Target Audience: Ethos buyers. They’re young, mostly students, principled, anti-corporate, liberal in outlook. Not necessarily ‘techie’, but savvy and often the ones their friends go to for mobile advice. They’re social media fiends, open to trying new ideas, who embrace the democratisation of knowledge that the Internet brings.
The big idea
Imagine getting that warm fuzzy feeling from doing something good, all whilst getting to roam free in more countries than ever before. All you have to do is pay a buck more a month, and a twin sim will be sent to someone in the world in need of data. Meaning people can have the same academic & income opportunities, as well as access to vital information during war crisis.
Take a look at the campaign
The print campaign would be dotted around the London underground - introducing the idea of the "Twin Sim" and gifffaff's ethos of mutual giving.
The users of the Twin Sim 'goody bag' (the different pay as you go packages on giffgaff) would be given monthly updates about their Sim's Twin. The message would show how much of a difference they're making, by roaming free, so others can do, too.
The wifi connection page would introduce the message of the entire campaign - that giffgaff believe "everyone has should have the right to roam-free". Linking users to the website, to find out more.
The social aspect of the campaign would introduce the "Twin Sim". As well as updating followers of the new countries added to the Roam Free map as more people continue to buy the new 'Goody Bag'
giffgaff-ers would be able to keep up to date with how many and what countries were available with the Roam-Free 'Goody Bag' on the website.
Emergency wifi spots would pop up around the underground to help lost non-londoners navigate the maze that is the tubes.
As well as, in popular tourist destinations where wifi would be most appreciated - with the spots receiving a higher number of footfall on average.