2017 Bronze Utilities and telecommunications

All Response Media

Client: giffgaff

The Big Swim

Campaign overview

Would you be more inclined to give a new brand a chance if they weren’t pushing their content on you?

Turning the textbook on its head, giffgaff wanted to find out.

Strategy

giffgaff is a huge challenger network in the UK, with a loyal following built from seven years of respectful relationship building with their members and young adults.

All Response Media would mirror this respectful approach in their outreach to new audiences, by creating the 'avoidable' campaign.

Research showed that positive sentiment is a primary driver in building brand preference, trust and ultimately consideration. The 'avoidable' campaign would achieve this by thoughtfully constructing a campaign with the audience in mind, through the deployment of paid media.

Creativity

All Response Media set about serving giffgaff’s VIPs first, as they knew that their core members were fans of the brand.

They get to be the first to see it - if they want - and share it.

They avoided being overly repetitive. TV was planned to ensure that there were no stations with too many spots per day, and that any peak or hero spots did not have more than one spot within them.

The content was always skippable, with all media easily avoided if the audience wanted to.

Measure sentiment in real time through Brand Index and Facebook helped All Response Media see when their audience was getting bored, and react by introducing new iterations of the creative. This meant that they could continue to achieve the reach levels required to drive the consideration, and purchase intent metrics, whilst sticking to the overarching comms goal.

Results

The campaign achieved giffgaff's highest ever consideration, up 59%. 6.1%, pre-campaign to 9.7% campaign high.

It also generated giffgaff’s highest ever purchase intent, with an increase of those 'in-market' from pre-campaign low of 2.3% to campaign high of 3.7%.

Team

Tom Rainsford (Brand Director) giffgaff - Ed Feast (Planning Director) All Response Media - Malcolm Landers (Group Account Director) All Response Media - Nick Cudahy (Digital Director) All Response Media - Jesamine Tapia (Account Director) All Response Media - Sophie Martell (Account Manager) All Response Media

Contributors