This New giffgaff Campaign is Bursting with Unexpected Fun

As the UK’s only contract-free mobile network run by its members, giffgaff has extended its award-winning collaborative approach to create its latest disruptive advertising campaign “#heyyou” which launched last week

Set to be an industry first in the way it challenges traditional advertising models, the latest campaign has been shaped by giffgaff members who have had input with all aspects - from the creative treatment to the script, voiceovers, written copy and even starring in the shoot themselves. After six years of witnessing members expertly run the mobile network from a logistical perspective (from shaping the service and products to managing members services), giffgaff’s approach to marketing and its TV campaigns has now taken the same route. 

The #heyyou campaign is designed to act as rally cry, inviting people to leave the status quo behind, starting with those long, expensive mobile contracts - a message built on extensive insights from members and the broader 16-24 year old target audience.

In addition to the TV adverts, the campaign will feature full colour pages in The Sun and Metro newspapers, strategically placed six-sheets and fly posters across the UK, and video and social media targeting. 

As well as putting members central to the campaign, giffgaff has also changed the way it selects and works with creative agencies and instead of working with one large advertising agency, has introduced a new ‘open source’ approach. Tom Rainsford, giffgaff’s Brand Director comments on the new campaign and approach: “After six years of watching giffgaff members expertly run the network, from shaping the service and products, to managing the member services, we’ve always involved them in the advertising creative, but this time we’ve ramped up their involvement.

From inspiring the creative treatment, to providing the script, voiceovers, written copy, and actually appearing throughout, members have become the protagonists, to mirror the way the network runs.

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.”

Lead by giffgaff’s in-house brand team, the campaign has been created with the help of a collective of independent agencies and creative producers collaborating with members, including Pensacola, Riff Raff Film, Champions of Culture, Canada London and Lucky Generals.