giffgaff Stations
giffgaff can’t understand why any other brand wouldn’t put their customer first like they do. So much so that giffgaff’s community exists on another reality of optimism that makes you want to ask them “are you on giffgaff or something?” which giffgaff formed its new brand platform around. Now it’s time to carry this new platform into one step further with giffgaff Stations.
giffgaff Stations serve to share an insight into what it feels like to be a part of giffgaff’s community where even the mundane daily commute becomes an opportunity for fun and rewards, all while contributing to a greener future.
Brief:
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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?”, targeting 18 to 35 year olds that spend time online and appreciate being part of a community. Don’t forget to be sustainable, inclusive and do the right thing.
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Insight:
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A significant part of 16-34 year olds have a daily commute to work or school. While they do, they play various mobile games to kill time. In fact, this age group form the 58% of the 2.2 billion active mobile gamers worldwide.
Idea:
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giffgaff puts its customers first. By introducing giffgaff Stations, giffgaff’s community can now scan a QR code present in these exclusive stations to access the giffgaff app that now has three boredom-busting games that will change their mundane commute to a journey with fun and goodies. As a happy community under a B Corp company, players will be able to play mobile games to earn GiffBits that can reward them data or a chance to make donations to giffgaff’s partnered charities.
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